NEW YORK, United States — Sézane — the cult label that was France's first online fashion brand — has teamed up with Benjamin Millepied, the dancer and choreographer behind the LA Dance Project, best known for his work in the movie “Black Swan”.
The collaboration comes as the brand prepares to open its first international brick-and-mortar store. “L’Appartement New York”, which opens in the Nolita neighbourhood on September 7, joins the brand’s existing appartement-style flagship in Paris.
The ten-piece collection, which launches online on August 23, takes its lead from the dance studio. Pieces include a pink wrap sweater, bodies, and a denim jacket embroidered with the word “Dancer”.
“I love all types of art, but especially classical dance,” Sézane founder Morgane Sézalory tells BoF. “What I love about Benjamin Millepied’s LA Dance Project is its alternative form of classical dance. For the collection, he had very clear ideas of what he wanted; comfortable pieces, and a lot of contrast.”
The accessible French brand — which supplements its four seasonal collections with monthly capsules that regularly sell out — was able to test interest from the US market through collaborations with J.Crew-owned brand Madewell.
“We could feel that the US consumer was liking our product, so becoming more involved in the country’s fashion market came organically,” explains Sézalory.
The 2,000-square foot store in New York, designed by architects Talbot & Yoon, will “offer the same efficiency and care as the Parisian space,” Sézalory says. “You need to have a luxury experience with warmth, so even with a physical New York retail store, it will still have the intimate feel of the apartment.”
“We are not going to change our [retail] model, but sometimes we’ll have exclusive products for the US market, and a permanent collection with all of the products that we love the most,” she says. “We want to share a very French style. French style is slower; you can buy one timeless item and wear it for the next five years. American girls want to look just as effortless, and Sézane is a reflection of this.”