Between the 13-16 of December the 4×12 Pop Up Store was open in Paris. Located in the famous Le Marais, the store promoted designers of clothes and accessories from Ukraine, Kazakhstan and the United Kingdom who have never presented in France before.
Thus, they offered a great and unique opportunity for French fashionistas who wanted to buy great pieces, which they could not get anywhere else in the country.
Attire Club was a media partner for the event and visitors of the 4×12 could discover the festive December 2018 issue of InCompany by Attire Club.
Check out a series of photos from the event by Constantin Enquist and Fifi Bristoche, along with the descriptions of the featured brands.
SEREBROVA
Based on more than 20 years of experience in the fashion industry and having academic foundations, Alena SEREBROVA combines historical styles, the best quality modern fabrics and a unique fantasy cut. SEREBROVA sincerely supports the idea of ethical attitude to fashion. Elements of Ukrainian folk art are used delicately in the brand’s clothes.
J.PEREKRIOSTOVA
Julia Perekrestova is creating “intellectual fashion”, with a simple and timeless aesthetic. The emotions and ideas of the designer are conveyed through the asymmetry of the cuts and the deconstructive approach. In her collections, the designer reveals a new sense of female sexuality – hidden from view and unspoken, thus showing how far smart the woman may be and how magnetic that may be.
VESNA
Vesna is a Ukrainian brand of accessories that are created to make a holiday of any usual weekday and a wonderful mood for every girl in the world. The collection features exclusive handmade jewelry using only high-quality materials: Czech crystal, Swarovski stones, natural stones, Bohemian glass, natural freshwater pearls, French lace and ribbons, polymer clay, jewelry wire, medical alloys and silver.
ANNA YAKOVENKO
Ukrainian brand ANNA YAKOVENKO is a symbiosis of high-quality tissues and precise cuts emphasizing the femininity and individuality of each girl. The brand places a great accent on creating “poetry through clothes”.
E.P.P.S.
E.P.P.S.’s credo is “lightness as a lifestyle”. E.P.P.S. clothes are meant to make you feel in unity with nature and to be able to see beauty in everyday life.
GA.EVA
The brand name GA.EVA is based on a double meaning. On the one hand, this is an interpretation of the name Gaeva (the founders of the brand: Alina Gaeva and Karina Gaeva). On the other, it is a combination of male and female. This project is meant to have a strong focus on the combination between art and craft.
VLADA NAZIK
Each piece of the brand VLADA NAZIK is meant to be a standard of elegance and femininity, with classic items updated for the modern wearer.
XARISMA
Xarisma’s collections are created for charismatic people who like to have fun and to smile sincerely.
DESALI
DESALI is a Ukrainian brand founded by Alina Prikhodko. The tagline of the brand is “Fashion Design – my way of communicating with the world”.
Nit.kA
Rethinking the traditional attitude of knitted products, the design team of Nit.kA transformes the usual and customary knitwear into something new and trendy.
Kristiana
Kristiana is a brand for those who enjoy classic femininity and beauty. All products are meant to emphasize the particularity of each girl.
LANA BULAGGI
The concept behind the brand Lana Bulaggi is to offer clothes that are meaningful. The Oriental collection “MIRZA”, based on a synergy of Oriental cultures, was presented in Paris and featured cold pastel colors.
Mrs. Pomeranz
Mrs. Pomeranz is a brand based in London specializing exclusively in the creation of stylish dresses, skirts and coats in the classic cut of the 50s. Collections are produced in small series. In their creations, brand uses Italian and English tissues.
Fashion Code
Fashion Code is a brand from Kazakhstan, which offers a collection of clothing and accessories designed for the modern resident of a big city. Minimalism and comfort are at the core of their vision, but not to the detriment of beauty and style!
The 4×12 Pop Up store was visited by French, British, and American journalists, influencers, bloggers, photographers and buyers. The project also included a photo exhibition of the Ukrainian fashion photographer, Constantin Enquist, who is inspired by avant-garde art.
All in all, it was a great experience which allowed Parisians and tourists to enjoy shopping and glam despite the turmoil which took the spotlight of the City of Lights this past month.
Fraquoh and Franchomme
Further reading:
Discover the 4×12 pop-up store in Paris!
P.S. We want to hear from you! What do you make of this idea? Do you buy from pop-up stores? How do you find they differ from year-round stores? Share your feedback, questions or thoughts in the comments below! For more articles on style, fashion tips and cultural insights, you can subscribe to Attire Club via e-mail or follow us on Facebook, Twitter or Instagram!