French label's deceptively simple fashion basics hit IFC Mall after wowing US A-listers
Frenchman Michael Azoulay's designs might look simple at first glance, but the fashion basics produced by his American Vintage brand have been selling like hot cakes. On Friday, Azoulay was in town to officiate at the grand opening of his first boutique in Hong Kong, in the IFC Mall in Central.
Arnaud Barthelemy, France's consul general for Hong Kong and Macau, was present for the ribbon-cutting ceremony alongside Azoulay and Ariane Zagury, founder of fashion boutique chain Rue Madame, who helped bring the brand to Hong Kong.
'It's not so basic,' Azoulay said, referring to the brand's signature light-weight T-shirts, which count A-listers such as actress Gwyneth Paltrow as fans. 'I started off wanting to design good-quality T-shirts that you'd feel comfortable wearing to work or when going out. They are for people who are willing to play with colour, high-quality fabrics, and mix and match.'
Since its launch in 2005, American Vintage has expanded to about 30 stand-alone shops worldwide and its wares are sold at even more retail stockists. The founders have also visited Shanghai to explore the possibility of entering the mainland market.
Azoulay explained what his Parisian brand had to do with things 'American'. 'I was hanging out with my cousin and talking about naming the brand,' he said. 'By then, I had travelled a lot to America and everything vintage seemed to be in vogue again. So there!'
