The Queen of Casual

Isabel Marant Tokyo Flagship Store

Breezing into town like a Gallic breath of spring, and riding high on a reputed sales growth of 120% last year, Paris’ Queen of Casual Isabel Marant executed an exquisitely understated, stealth-chic, mid-August flagship opening that was perfectly timed in its propinquity to Tokyo Fashion’s Night Out on September 8th, when the Wintour Wonderland of Vogue editors hit town in a blizzard of Kors accessories and Arquiste fragrance.

But then, there isn’t a thing about Marant that isn’t perfectly timed and well thought out. Her gorgeous, effortless silhouettes are an exceptionally clever layer-on-layer series of separates that build into a highly flexible, classic and fun wardrobe that carries women from work to brunch to yoga to cocktails. And as we all know, you have to be smart to look casual.

Little wonder then that Marant had the smarts to pair with Tokyo cult apparel company Tomorrowland, and source uber-hip Parisian design company ciguë to complete the fitout of the 1970s ex-Scandinavian cultural association house in a quiet alleyway just steps off glamour mile Omotesando-dori.

A delightfully pared-down, stripped-out aesthetic of birch stud-wall frames, polished cement and simple lanterns are the ideal backdrop for the Marant main line and diffusion label Etoile. And while it may be her first standalone store in the city, don’t be surprised if you see Marant-mania take hold, and casual become king.