I discovered an incredibly creative and interesting boutique in Paris this past December called Aventures des Toiles. It is located on 38 rue Sainte-Croix-de-la Bretonnerie in Paris and as soon as I walked in the shop, I knew it would be difficult to leave quickly.
The adventure began around ten years ago. Isabelle Hervé’s paintings were displayed in the studios of Avance Diffusion and they turn out to be a new way to do designing clothing. The fusion of painting and new printing techniques enables the Aventures des Toiles label to create its authentic and poetic identity.
As you walk in, you see various paintings throughout the store and in each section, there are designs manufactured in different color palettes in the theme of her artwork. The manufacture of materials, the color schemes and the dyeing process after spinning and weaving are all the essential skills required for the finished garment. (note there’s thread on top of tables and wardrobes in the store in the precise colors of the garments, adding to the already authentic feeling place).
Here I’m standing in front of the artwork that the coat I’m trying on is inspired by. This will help you get the connection and the concept.
Their mantra is around combining poetry and quality, to give freedom of artistic creation. The label applies a contemporary touch and develops models where the individuality of the garment transfers itself to the body on which it is worn. Within each collection profile, the painting is embedded in the detail of the garment like a secret jewel; it makes its nest in the corner of a pocket, between two layers, giving a mere hint, in the background, in the embroidery. The fabric creation no longer imitates the painting, it sets itself free, becomes softer, surrounding the body and moving freely.
I love this concept and the store. Walk around their shop with me – you’ll see what I mean!
If traveling to Paris, check out some of the Paris hotels we’ve covered in the past as well as this section on WBTW and for food/wine in Paris. Photos by Renee Blodgett. See my reflective post on Paris before I jumped on a plane earlier this December. Check out my write-up on the Jewish bakery Sacha Finkelsztayn in the Marais.
Renee Blodgett is the founder of We Blog the World. The site combines the magic of an online culture and travel magazine with a global blog network and has contributors from every continent in the world. Having lived in 10 countries and explored nearly 80, she is an avid traveler, and a lover, observer and participant in cultural diversity.
She is also the CEO and founder of Magic Sauce Media, a new media services consultancy focused on viral marketing, social media, branding, events and PR. For over 20 years, she has helped companies from 12 countries get traction in the market. Known for her global and organic approach to product and corporate launches, Renee practices what she pitches and as an active user of social media, she helps clients navigate digital waters from around the world. Renee has been blogging for over 16 years and regularly writes on her personal blog Down the Avenue, Huffington Post, BlogHer, We Blog the World and other sites. She was ranked #12 Social Media Influencer by Forbes Magazine and is listed as a new media influencer and game changer on various sites and books on the new media revolution. In 2013, she was listed as the 6th most influential woman in social media by Forbes Magazine on a Top 20 List.
Her passion for art, storytelling and photography led to the launch of Magic Sauce Photography, which is a visual extension of her writing, the result of which has led to producing six photo books: Galapagos Islands, London, South Africa, Rome, Urbanization and Ecuador.
Renee is also the co-founder of Traveling Geeks, an initiative that brings entrepreneurs, thought leaders, bloggers, creators, curators and influencers to other countries to share and learn from peers, governments, corporations, and the general public in order to educate, share, evaluate, and promote innovative technologies.
