The most beautiful fashion brands bookstores

When European governments lifted pandemic-related restrictions, fashion brands eagerly embraced local activities. Supermarkets, cafes, and branded libraries portrayed a new way of engaging with the public, immediately captivating them with a sense of inclusivity and nostalgia reminiscent of luxury kiosks. Years after the first pop-up stores, from Prada's supermarket in Shanghai to Gucci Circolo in London, fashion houses continue to invest in local marketing, although times and spaces have notably changed. As you'll see in the following list, over the past years, brands have learned to transform local initiatives into true cultural centers. Just as consumers' primary interest is no longer merely taking a photo in front of a brand logo, luxury giants are crafting sensory and intellectual experiences for customers, far from ostentation. Without disregarding TikTok videos exploring Saint Laurent's new bookstore on Paris's Île Gauche, luxury is once again embracing the geek chic. Here, then, are the brands that have opened a bookstore in recent years.

Marc Jacobs in London and Paris (2012)

In fashion and marketing, there are few things that Marc Jacobs has yet to try. One of the first designers and creative directors to recognize the value of the reader community (before him, Karl Lagerfeld in 1999), the New York-based stylist opened bookstores around the world in the now-distant 2012. Asserting that buying books is an emotional affair, «like buying clothes,» Jacobs first launched a bookshop in New York in 2010, still active today, and then three more of orbital dimensions in the heart of Paris, London, and subsequently Tokyo. From photography to art, from the rarest editions to the most popular series, Bookmarc was a sign of the times, the American designer's attempt to contribute to the preservation of bookstores.

Gucci in New York (2018)

One of Alessandro Michele's greatest passions, former creative director of Gucci, the bookstore opened by the maison in New York in 2018 was born as an expansion of the brand's headquarters, Gucci Wooster, a sales space and «cultural meeting point» where one can lose oneself among the pages of a good book. At 375 West Broadway, the store was curated by David Strettell of Dashwood Books, a haven for art-loving bibliophiles, and houses all the books created by Gucci over the years, such as Florence Welch's Useless Magic, but also iconic old titles in art publishing, such as King for a Decade by Jean-Michel Basquiat.

Louis Vuitton in Shanghai (2023)

Last year, Louis Vuitton opened three bookstores in Shanghai as part of an immersive campaign in the brand's overseas marketing: cafes, bars, and gift shops took part in a series of openings inspired by the strong bond between the brand and the country. A year earlier, during the summer season, a bookstore was opened in Capri, a small shop with shades of blue overlooking the sea, while previously, as part of the "Librairie Éphémère" project, the maison took over the bouquinistes of the Left Bank in Paris and six historic newsstands in Milan and Venice.

Saint Laurent in Paris (2024)

At Saint Laurent, opening its largest flagship store ever in December of last year wasn't enough. This February, the maison opened a bookstore in the heart of Paris, hosting a selection of records and publications curated by creative director Anthony Vaccarello. Previously a Saint Laurent clothing boutique, the new opening includes rare editions and white gloves for flipping through them, magazines and out-of-commerce records. In conjunction with the store's inauguration, the brand collaborated with various artists to produce new titles, relaunching past projects including Betty Catroux's book, historic muse of Yves Saint Laurent. The brand's name is rarely seen inside the bookstore, but it can be found on pens, lighters, and mugs for sale, an unmistakable signature of Vaccarello's 90s-inspired artistic direction for the brand.

Enfants Riches Déprimés in Paris (2024)

Nick Drake, the Cocteau Twins, Egoïste Magazine, and other iconic publications rest on the shelves of the "Anti Public Library" by Enfants Riches Déprimés, opened in Paris last January. The name has long been a trademark of the brand, a slogan featured in various collections and the title of the Instagram page they use to share nostalgic content. A dark green wooden sign and mahogany furniture welcome the reader, and despite the name at the entrance, a bar with tall seats invites visitors to enjoy a glass of wine together, to the tune of Patti Smith's Dancing Barefoot or perhaps Lou Reed's Perfect Day. An experience that encourages putting away the phone and immersing oneself in the life of the last century, entering the Enfants Riches Déprimés bookstore is like traveling through time.