On the 10th of July, Maison Alaïa’s Petite Boutique moved to a new address on 5 Rue de Moussy. First opened on Rue de Bellechasse in the 80s before moving to Rue de la Verrerie, this small haven is now located next to the Grande Boutique and displays a selection of pieces from past collections and ones donated by the friends of the Maison.
This new boutique is set to give different generations of its clients the chance to discover and exchange the heritage of the house, as well as transmit it to the next ones. Anouschka, an expert in fashion heritage and a close friend of Azzedine Alaïa, was commissioned to present the pieces while highlighting their history. In addition, curated selections of more accessible pieces from past collection will be showcased 4 to 6 times a year. As for the donated creations, each one of them will be displayed with its own story and the profits from their sales will be donated to Imagine, a research institute for genetic diseases, as tribute to the designer’s contribution to this project. This is not all, as the sale on July 10 was also dedicated to the institute.