Pop-Up Working Girl
For Paris Spring-Summer Fashion Week, Pynck went to Paris to explore what new generations of french designers were up to. My first stop as a Pynck reporter was a quirky pop-up store nested in a beautiful modern boutique 8 of the rue du Four, in the 6th arrondissement in Paris. Launched by 17h10 – the womenswear business attire brand adapted to all morphologies – Working-Girl Pop-Up Store presents the chic costumes of 17h10 alongside an array of eighteen designers which it has invited to share its space. Anyone in the neighbourhood can just pop-in and try on the astounding Astré modular bags; Marie-Gold’s arboreal jewellery, Inès Bellorez’s surrealist leather goods and Baume’s responsible watches. To enliven to ephemeral store, 17h10 also organises evening soirées with celebrities of the fashion industry every Wednesday until its closure on 13th October. On the Wednesday I went, Parisian personal shopper and stylist Hélène Vidal was the store’s guest for the night.
I had only just stepped into the store when a young women, who I will later know is called Amélie Delacour, introduced herself. She is half of 17h10 with her friend and business partner Caroline Rey. Together, they launched 17h10 as a reaction against the chasm between the amazing offer of menswear business attire compared to that for women, who are often left with only a few brands to choose from and very little designs that actually match their silhouettes. Made in France, created for and by active women, 17h10 unequivocally distinguishes itself by its impeccable quality, perfect cuts and playful modernity.
When Hélène Vidal comes on stage, she exclaims from the outset that regardless of the colour, the brand or the price of a garment, if the cut is not perfect, the entire look will be compromised. To prove her point, she lets Amélie Delacour put on a few 17h10 blazers. One size above, and the shoulders seem too wide, one size below and the arms seem too short; a blazer instead of a crossover jacket, and the whole silhouette looks compressed. Hélène Vidal also shares with us a few insider tips. Among them, remember : there are as many exceptions in fashion as there are rules; in the office, the length of the skirt must not be shorter than a palm above the knee; the shoes can upgrade as much as destroy a look; and the choice of colours influences the way others see you in the professional and personal spheres. But above all she concludes, if you are confident in yourself, you will inspire confidence in others. The right cuts, colours and accessories are ways to boost your confidence in yourself and therefore appear as the dynamic and elegant business women you are to others.
Marie Gold
Marie Gold’s designs are exquisite. All their jewellery is coated with 24 carat pure gold and created in their Parisian workshops. The delicate golden flowers earrings or the rings made to look as if they were crafted from gilded branches wonderfully embody the transition from Summer to Winter that we all wanted to see. In addition to being beautiful, their jewellery is also environment-friendly!
17h10
17h10’s modern business attire is helping active women reconstruct a refined modern wardrobe that does not sacrifice the quality of the fabric to the cut, nor the colour to the price, more affordable than most two-piece women suits. In addition to that, the colours are deep and adaptable across seasons.
Baume
Is a Baume watch a perfect watch ? Customized and sustainable, Baume watches are made with considered materials to meet the needs and constraints of every client. The brand draws experience and insight from the Richemont Group’s horological expertise, a lineage that enables them to develop innovative, quality timepieces while challenging the conventions of traditional watchmaking.
Astré
INÈS BELLOREZ
Iconic bags that are made to accompany you on your wildest promenades, your longest dinners and perhaps, your whole life. Designer Inès Bellorez wobbles on the border between art and fashion with these incredible leather handbags. Every detail is thought-through from how the hand clutches on the quirky handles to the detailed patterns sawn on the leather.
https://int.inesbellorez.com
Hélène Vidal introducing the audience to her rules of thumb when it comes to business attire.
