Wednesday, 9 April 2014 | MYT 2:15 PM

Paris goes denim with the launch of Cheap Monday

The Swedish denim brand heads to the City of Lights.

Swedish denim brand Cheap Monday is celebrating the launch of its first store in the French fashion capital with a special capsule collection.

Cheap Monday is opening its debut Paris store, located in the hip Marais district, on April 11. Alongside the main collections, the boutique will also stock a capsule line designed to celebrate the opening featuring men’s and women’s jeans, skirt, jacket, shirt, and T-shirts.

Limited edition accessories also include bags, knits and a scarf. All feature a cheeky twist on some of the city’s most iconic characters: the Mona Lisa and Jeanne d’Arc.

“Since we are opening a store in the fashion capital of the world we thought what better inspiration than Paris itself? Mind you, it’s from a tourist perspective and for us, the Mona Lisa, that comes to mind first. And ‘non!’ as answer to the question ‘Do you speak English?’,” explained Ann-Sofie Back, the brand’s creative director.

Founded as a vintage outlet in Stockholm in 2000 by Arjan Andersson and Adam Friberg, the label developed its own denim and clothing lines and was later bought up by Swedish “fast fashion” giant H&M.

The brand is now present in 35 countries with around 2,000 sales points and its own Cheap Monday stores in London, Copenhagen and Beijing. In February the brand opened its second Cheap Monday store in China in Shenyang. — AFP Relaxnews

Tags / Keywords: Lifestyle , Cheap Monday , Denim , Fashion , Paris , Swedish Brand


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