The City of Light has attracted more luxury fashion and beauty brands this month, which have picked the most glamorous and fashionable locales for their new retail spaces.

Fusing architectural and design styles has been a strong trend, with brands echoing traditional Parisian elements, influenced by the buildings their stores are in, and blending them with their own roots and modern aspects. This includes Art Deco, Japanese minimalism and even deconstructed tennis courts.

This is also connected to the fashion as art concept, where specialist display areas highlight particular pieces and make them the central focus. Other retailers place their most artistic products alongside art as an installation, in effect making fashion an exhibition.

To find out more about these luxury brand trends, read on for the best new retail stores we found in Paris.

Image credit – Paola Pansini/Courtesy of Onitsuka Tiger

Onitsuka Tiger, Champs-Élysées

Footwear brand Onitsuka Tiger has launched its new flagship store in Paris this month.

The store adopts the Yellow Concept which the brand has used at other store openings, using the brand’s signature colour for staircases, glass display cabinets and flooring. The yellow display cases highlight the brand’s most recent collection. These elements are juxtaposed with concrete and traditional aspects of the historical space.

To commemorate the launch of the store, the brand has debuted its fragrance range with four new perfumes. These fragrances, labelled Onitsuka Tiger One to Four, embody the spirit of French perfumery, having been created in Provence.

Customers will also be able to find the brand’s new denim range, Dentiva, as well as the runway collection and limited edition Mexico 66 NM shoe. Additionally there is a new café that combines Japanese and Parisian food and drink.

Houbigant Paris, Champs-Élysées

One French brand has opened two new standalone stores in its home country, its first in many decades. Houbigant Paris, a perfume brand with a long history of making fragrances for royalty, has launched stores in Paris and Cannes.

Designed by Filippo Burresi, the store designs nod to traditional French style and is reminiscent of historical perfumeries, with a marble floor, plenty of light, and a curated collection of vintage furniture. One modern upgrade is the floral display hanging in the shop window, with the designer eschewing the typical hanging baskets for something more abstract.

Houbigant will stock a range of fragrances, including older perfumes Mon Boudoir, and modern scents such as Ambre Rubis. Customers will of course be able to purchase the brand’s most popular fragrance, Quelques Fleurs.

Image credit – Amina Muaddi

Amina Muaddi, Champs-Élysées

Arriving in the fashionable Avenue Montaigne is luxury accessories and shoe brand Amina Muaddi, with its first physical store.

The store is an unusual space, being circular in design with Art Deco influences. The store has a central light fitting that can rotate with a doughnut shaped velvet sofa below it. The walls, which look like waves of rippling curtains, are made from aluminium and feature openings to display products. This is finished with a walnut circular cabinet fitted around the wall, with small drawers where customers can discover shoes and bags.

The launch was commemorated with a new capsule collection including the signature Ami clutch, along with six shoes with new colours and details. Only shoppers who come to the physical store will be able to purchase this range.

Image credit – Casablanca

Casablanca, Saint-Honoré

Luxury brand Casablanca has chosen Rue du Faubourg as the location for its newest store opening.

The new boutique marks the brand’s first standalone space and the interior is as dramatic and eclectic as the fashion. It is a kaleidoscope of different aesthetics and colours that somehow blend harmoniously with each other, inspired by the idea of a tennis court. Bright blue, green and red make up the colour palette with wood, velvet and mosaic materials. Influences include Paris traditional architecture, Japanese minimalist furniture and Greek classical busts.

The store will display the brand’s latest collections as well as a range of elegant, tailored pieces juxtaposed with fun sports items.

Sease, Saint-Honoré

Another arrival at Rue du Faubourg this month is Italian fashion brand Sease.

The store design combines natural woods in dark colours, with neutral walls and floors, in keeping with the design work of Sebastiano Tosi.

A capsule collection focused on tennis also debuted as part of a pop-up exhibition in partnership with luxury menswear brand Antonia. The items use natural materials and specialist fabric specially created by the brand called Solaro.

The collection includes a range inspired by Wimbledon, encompassing polo shirts, mini dresses, and shorts made of hemp, a range for pros with pinstripe patterns and grey colouring, and resortwear using jersey and linen. Finally, a range of tennis caps, towels and bags are available, combining technical materials with leather.