French brand Eleven Paris has arrived in London’s Carnaby Street – it’s about time, says Stephanie Hirschmiller
The French invasion of the high-end section of the high street has been notable over the past few years thanks to the likes of the The Kooples, Maje and Sandro. Now, the latest addition to London shopping has further compounded the trend as Eleven Paris opens its first international store in Carnaby Street.
“Carnaby Street is known the world over as the perfect street for shopping,” says co-founder Dan Cohen. “We love the energetic mood with all the fashion events, special nights with magazines, and live music.” Shoppers will be greeted with the brand’s signature minimalist store design – all whitewashed wood and bare bulbs, perfumed by a bespoke mix of leather and wood called “Velvet”.
Eleven Paris has come a long way since its beginnings as a men’s T-shirt line, with moustaches superimposed on the faces of celebrities. It rolled out a full-on men’s line a couple of years later and a womenswear collection in 2010, proving it was more than just a novelty act.
The collection is entry-level Gallic rock’n’roll – influenced by global music, art and underground culture – realised across sweatshirts, denim and leather jackets and, of course, those T-shirts.
This season African-inspired prints and colours sit alongside bright-hued sneaker hybrids and espadrilles which simply shout summer.