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Le Bon Marché Debuts 24 Sèvres

Finally, there's a chic e-commerce destination for the historic Parisian retailer

by David Graver
on 06 June 2017

Anyone who sets foot into Le Bon Marché, in the 7th arrondissement of Paris, understands the grandeur of historic department stores. For 160 years, visitors have passed through its doors—indulging or simply admiring. It's more than a hub of consumerism, but an address—24 rue de Sèvres, in fact—to appreciate craft. Today, LVMH (the luxury group that holds Le Bon Marché) has taken the destination's chic aesthetic and launched a dedicated e-commerce platform, appropriately named 24 Sèvres. This is the exclusive online retailer for dozens of brands (including many from LVMH)—and over 150 designers find representation here. Further, with express delivery to over 70 countries (as well as superb customer service), it's within reach for those who can't make it to the brick-and-mortar store.

24 Sèvres aims to be a case study in visual design. According to LVMH, the site was imagined as a series of digital vitrines, each invoking the spirit and style of the department store's iconic window displays. Further, they're attempting to forego the new content-oriented shopping systems of prevalent digital stores (and blogs and branded magazines). This manifests in the form of an editorialized hero image, clear designer and collection pages, and engaging product highlight landing pages. It's easy to navigate and search—and easier to stumble upon something exquisite.

Accompanying the launch, 24 Sèvres partnered with 68 brands to develop an exclusive capsule collection. These one-of-a-kind pieces—from brands like Etro, Miu Miu and Chloe—embody the site's ethos. There are more standouts than can be listed, but Loewe and Jonathan Anderson's collaboration with Mathias Augustyniak and Michael Amzalag (of M/M Paris) on a maxi format "Hammock" bag, and Jack McCollough and Lazaro Hernandez of Proenza Schouler's Keith Haring Studio-invoking PS11 Mini Classic bag demonstrate the commanding catalogue within just one of the site's categories. For clothing, accessories, beauty products and more—with prices ranging from $135 to $12,750—24 Sèvres declares itself a must-stop luxury destination for today's internet shoppers.

Images courtesy of 24 Sèvres

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