2024-07-30 14:32:21
At a time when the sunny terraces of the capital are saturated with holidaymakers and joyful visitors to the Olympic Games, fashion has decided to leave you a little souvenir. Analysis.
Photo caption: YES YES PARIS_ Visual of the Balenciaga campaign for their new “Souvenir Shop” collection, available on their website, and in the boutique at 336 rue Saint Honoré in Paris, until September 23.
A few days before the start of the Olympic Games, I have just received the new City Book Paris (revised version of the City Guide Paris) accompanied by a special edition: the City Guide Paris Sport, published by Louis Vuitton. Tourism has clearly not escaped luxury, and is establishing itself as the new source of inspiration for fashion. From kitsch gadgets to ultra-chic backpackers’ guides, we wonder: is tourism putting on a show? We decipher.
INSPI’ MASS MARKET
In the heart of Paris, at 336 rue Saint-Honoré, the Balenciaga flagship has taken on the appearance of a souvenir stand. Artistic director Demna has launched his new “Souvenir Shop” collection, and invites us to wander between baguette magnets, postcards of Pigalle and the Sacré-Coeur, flip-flops printed with the Eiffel Tower (yes, really), and tote bags tattooed with “I love Paris”. The designer, a fan of luxury-inspired mass market creations – in 2022, he created a bag that takes the design of a Lay’s potato chip packet – has reappropriated the displays of gadgets galore, making them cooler than ever.
Similar influence can be seen at Highsnobiety’s 6th edition of its “Not in Paris” pop-up during June’s fashion week. The outlet collaborated with iconic Café de Flore to create products inspired by the city’s clichés. From croissant keyrings, to the Iron Lady’s socks and berets, to a café table set up entirely out of baguettes, trinkets are stealing the show from the shops on Place Vendôme.
THE CITY GUIDE
Beyond these ephemeral collections, some brands use the elements of tourism and holidays as an integral part of their storytelling. Simon Porte Jacquemus has been integrating them since his beginnings – from his Mini City Guide My Marseille to his Instagram campaigns featuring giant postcards and city maps – making any tourist trap object sexy. The designer has created a line of “Objects”: magnets, card games, a pétanque and a book with Martin Parr – the photographer mass tourism par excellence. Last month, it was Miu Miu who took over a second-hand booksellers’ stand on the Quais de Seine and handed out books to anyone who was willing to queue up… While traditional second-hand booksellers, players in the cultural influence of the capital, almost got ousted during the Games, Miuccia Prada’s brand has understood the chic tourist trap strategy well. In the meantime, I’m writing to you on my Hermès postcard: “I love Paris”. Kisses from the capital!
By Anaïs Dubois
1722359646
#Luxury #tourist #trap #Technikart
