The women's tailoring pop-up store 17h10

The 17h10 pop-up store

The French women's tailoring label has set up shop at 26 rue des Batignolles, in Paris's 17th arrondissement, for its pop-up store.

Known for (re)bringing sparkle to women's tailoring, with slim-fitting cuts and a colour palette ranging from garnet red to electric blue, the brand intends to meet its customers (and future customers) directly in the retail environment. Advice, made-to-measure alterations and transparency about production methods are at the heart of the in-store experience.

In terms of merchandising, 17h10 is banking on a chic, glamorous spirit where every detail is important: colour combinations on the racks, mirror effects, decorations and posters explaining the different models.

An ephemeral boutique to be discovered for 7 months in Les Batignolles, from 1 March to 30 October 2023.

Success Story 17h10

Founded in 2018 by Caroline Rey and Amélie Delacour, the 17h10 suit brand is now renowned for its eco-responsible suits that dress working girls of all ages. In just a few years, it has built up a strong community around its brand, engaging with a wide range of issues such as women's financial emancipation, entrepreneurship and female empowerment, and ethics and ecology in the fashion sector.

With 3 permanent shops under its belt by 2023, the brand is aiming to open around ten shops by 2025. An ambitious gamble, but one that will ensure controlled growth in the retail sector.