Designer fashion: dressing like a Parisienne is about to get easier

Iconic Paris department store Le Bon Marche has just launched a game-changing new e-commerce site

Iconic Paris department store Le Bon Marche has just launched a game-changing new e-commerce site

Stop la presse! It's a very good day for designer fashion fiends. Really, our French across the Channel are having quite the moment. First of all, they avoid fascist disaster and acquire a fabulous (and quite handsome, not that we're focusing on that) new president. And now this. Paris' iconic Le Bon Marche, which is known as the world's first modern department store, has just launched a groundbreaking new e-commerce site,

Located at 24 Rue de Sevres (hence the website's new name), the 160-year-old luxury mecca was the inspiration for Emile Zola's classic 1883 novel Au Bonheur des Dames, about the brave, crazy new world of fashion retail - a world brought vividly to life by the series Mr Selfridge. Today, Le Bon Marche is owned by LVMH and stocks an impeccably curated selection of products by an A-Z of designer fashion brands, including Louis Vuitton, Christian Dior, Chloe and Givenchy.

'Our clients are highly sophisticated and always in search of creativity and innovation. With the launch of 24 Sèvres, we are offering them an online experience built on our unique expertise. Shopping at Le Bon Marché is a special and unmissable experience for both local and international clients - and they will now be able to enjoy this unique feeling at any time of the day or night, anywhere in the world,' LVMH chairman and CEO Bernard Arnault said today, while announcing the launch. According to the company, it will be the first time the traditional world of French luxury has teamed up with tech experts from Paris' start-up community to code software 'with luxury standards and the attention to detail worthy of the French art de vivre.' Ooh la la!

To celebrate the launch, a host of labels including Loewe, Marni and Chloe have each customised one of their most iconic products, with many of the brands working with artists, film and music stars to personalise their piece. The capsule collection will consist of 77 limited-edition pieces, available to coincide with the site's unveiling.

Until then, we'll be watching this space...

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Jess Wood