Fusalp, the French luxury skiwear brand, is opening a new flagship boutique on Avenue George V in Paris. The location, near the Avenue des Champs-Élysées and luxury brands like Hermès and Louis Vuitton, aims to increase the brand’s visibility to tourists and elevate its fashion status. Fusalp CEO Alexandre Fauvet believes that the brand’s new spring collection will help it compete with other luxury players. In addition, Fusalp is launching a capsule collection with artist Harry Nuriev, featuring metallic puffer coats and a pixelated print, further aligning the brand with art.
Fusalp Wants to Up the Fashion Stakes With New Paris Flagship
Fusalp, the French luxury skiwear brand, is making a bold move by opening a flagship boutique on Avenue George V in Paris. Situated near renowned luxury brands like Hermès and Louis Vuitton, the location aims to attract more attention from tourists and elevate Fusalp’s fashion status. The brand’s CEO, Alexandre Fauvet, is confident that their new spring collection will help them compete with other luxury players. Additionally, Fusalp is collaborating with artist Harry Nuriev on a capsule collection that blurs the lines between the virtual and physical worlds.
Collaboration with Artist Harry Nuriev
Fusalp is venturing into new territory by collaborating with artist Harry Nuriev on a capsule collection. The collection, featuring metallic puffer coats and a pixelated print, aims to blend the virtual and physical worlds through its innovative designs. Nuriev’s pixelated concept predates similar prints showcased by other brands on the runway. Fusalp sees this collaboration as a stepping stone towards aligning itself with the art world, as the brand has already partnered with an art festival in Chamonix. The capsule collection will be launched alongside Paris Plus by Art Basel.
Using AR Technology in the Store
Fusalp is embracing technology in its new flagship store by incorporating AR mirrors from Zero10. These mirrors will allow customers to virtually try on the clothes and experience the designs in a digital space. Nuriev has digitally recreated versions of his designs, providing customers with a unique and immersive shopping experience. The AR capsule collection will simulate the ski slopes, allowing users to explore different color options and styles with a few swipes. This innovative use of technology aims to open customers’ minds to new possibilities and enhance their shopping experience.