Fashion designer Gilles Rosier has inaugurated the first permanent boutique for his brand Éternel Parisien within the historic 19th-century covered arcade of Passage Jouffroy in Paris. The new store is housed in a former bookshop dating back to 1847, which had been vacant and concealed behind mirrored panels for over a year before Rosier discovered it last December. Upon entering, he noted the space's "wow" factor, characterized by original wooden bookshelves and distinct architectural details that he sought to preserve.
The brand was conceived in 2019 after Rosier dreamed of the name, marking a shift from his previous decade-long tenure running a ready-to-wear label. Having held senior creative roles at Jean Paul Gaultier, Lacoste, and Kenzo, Rosier aimed to create something timeless that operates outside the traditional fashion calendar. He emphasized a preference for quality over quantity, stating he did not want to be obliged to produce one or two collections annually but rather wanted to improve products and maintain direct contact with customers.
To realize this vision, Rosier collaborated with Christopher Dessus of PAF Atelier to design interiors that merge the building's protected character with clean, contemporary elements. The design features geometric structures made from perforated metal and natural wood, alongside movable displays. Small openings in the original woodwork allow lighting to illuminate products without compromising the historic structure. The result is intended to be more than a conventional retail space, fostering one-on-one connections where staff share the stories and inspirations behind items like handbags, silk scarves, candles, and decorative objects.
Since the soft opening in mid-October, the boutique has attracted significant interest, particularly from American customers who appreciate finding something unique that is not ubiquitous. Rosier noted that visitors enjoy the character of discovery, with staff offering personalized service such as delivering purchases directly to hotel rooms. The brand's aesthetic is described as pure, clean, elegant, and essential, with products named after Parisian locales. For instance, the Marceau bag references the avenue where Yves Saint Laurent had his couture house, while the Montebello bottle holder is named after a riverside area on Île Saint-Louis popular for summer picnics.
Sustainability is central to Rosier's ethos, with leather offcuts reused for small accessories and tags, and scarf production optimized to eliminate leftover material. All pieces are manufactured in specialist workshops across France, Spain, and Italy. Looking ahead, Rosier plans to use Éternel Parisien as a platform for emerging creative talent, leveraging his 15 years of teaching experience at the École Nationale Supérieure des Arts Décoratifs. Initial collaborations include personalized leather hang tags embossed with miniature scenes of Paris, with future plans to extend into homewares and provide space on the second floor for young designers.
Rosier is also considering expanding the brand into clothing with a limited-edition wardrobe of Parisian essentials like silk shirts and trenchcoats. Additionally, he envisions hosting cultural events, such as a photography exhibit about the legendary nightclub The Palace accompanied by vinyl records from its heyday. While the concept could work in cities like New York or Tokyo, Rosier prefers to keep the brand focused through joint ventures or pop-ups rather than a global retail rollout.
Sources: WWD.