Journal Standard Luxe

My appetite for fashion was satisfied last week. Where? In Paris. A paradox in my mind since I see this city as one of the most romantic places in the world, populated by effortlessly beautiful girls with whom you could fall in love at first sight, hauntingly perfect architecture, food that thrills me, good old-fashioned cafes with obscure corners and the best jazz clubs but a somewhat homogenous street style. I always admire the aesthetics of the French. They always manage to look mysterious and elegant with logical fluidity but there is often an ingredient missing: a touch of individuality, cool unevenness and bold ideas. I spend a lot of time in Paris and felt incredibly lucky when I discovered the Journal Standard Luxe boutique at 10-12 Rue de Montpensier. The Japanese brand, which opened its first shop in the capital three months ago, captures a very different mood and contrasts with the other boutiques in the area (Acne, Colette, Marc Jacobs, Rick Owens, Kitsuné and the luxury names dotting Rue Saint-Honoré). The autumn winter collection maintains a hearteningly high standard and is infused with a discreet “workwear” charm I couldn’t help admiring. The room was filled with amazing pieces and a wonderful array of textures from denim to cashmere. The colour palette is exquisite and subtle varying from beige, browns, bluey-grey, fawn, white, creams and the most incredible vintage denim blue wash. I didn’t have time to ask the rep office what exactly is the concept at the root of this quirky brand but its delicate sensibility immediately seduced me. The people behind Journal Standard Luxe have made something unusual and extremely cool. The selection captivated me and I wondered whether I could justify buying a pair of dungarees, oversized boyfriend jeans, a hat, hooded sweatshirt and poncho. The answer was no since I had already purchased a pair of Pierre Hardy wedges, APC gladiator shoes and a fur coat but I still came out with the most amazing light-washed denim shirt. The quality is quite frankly superior to a lot of other brands out there at the moment but then again you wouldn’t expect less from a Japanese brand used to catering for its own demanding market. I’m still intrigued as to why the brand chose Paris for its first European venture instead of London, a place where Journal Standard Luxe would immediately be well received and successful, but the location in Palais Royal is ravishing. I have to thank the wonderful Mina and Noriko for answering my incessant questions and the lovely Keiko for letting me take a picture of her!

PS: the catalogues are stunning but available in limited editions only.
Journal Standard Luxe, 11-12 Galerie de Montpensier, 75001 Paris

All pictures in the collage are mine.
All other pictures courtesy of Journal Standard Luxe.