Miaou is bringing Paris to Los Angeles with its latest retail pop-up.
Designer Alexia Elkaim looked to bring a personal touch; the 1,100-square-foot space is a recreation of her grandmother’s apartment in Rive Gauche, the southern bank of the Seine. Orange walls and accents fill the store, adorned with florals by Specimen Designs and showcasing white furnishings atop a fire red carpet. Outside, bistro-style woven chairs and tables line the storefront.
Miaou’s spring 2024 collection, “La Métamorphose,” is showcased with the SL 72 sneaker by Adidas Originals.
Courtesy of Miaou/Michael Wells
“We wanted to create an in-person experience that invites our customer into the world of Miaou,” Elkaim told WWD in an exclusive statement. “The design of the space was inspired by my grandmother’s apartment in Paris, which is intrinsically connected to the brand’s ethos. Our customers have been asking for a way to experience our collections in real life, so we thought what better way than to open a pop-up that is wholly our own in Los Angeles where I live and work.”
Who’s been the Miaou customer?
“She’s primarily a big city girl who is driven by trends and is fashion forward,” she went on. “The split has been 50/50 between Gen Z and Millennials. Our Millennial audience has been shopping Miaou since we launched in 2016 and has grown up alongside us.”
Alexia Elkaim
Courtesy of Miaou/Michael Wells
It’s Miaou’s first physical retail experience in L.A. in five years. Open Friday through March 24, it’s a partnership with Starface and Adidas. Available for sale alongside Miaou’s spring 2024 collection “La Métamorphose” and its footwear collaboration with Giaborghini, are Earth Star patches by Starface and the SL 72 sneaker by Adidas Originals.
“The biggest benefit of having a brick-and-mortar space is meeting the customer one-on-one and allowing them to put a face to the brand and vision,” Elkaim said of retail. “I find that the story of Miaou is just as important as the product itself. We’ve always told the Miaou story through our campaigns and what we communicate on our social channels but now to be able to express it physically feels like the natural next step.”
Known for its Paris-meets-L.A. sensibility, Miaou reflects Elkaim’s personal background living in both cities. After graduating from Parsons School of Design in New York City, she launched the brand with denim trousers before expanding with corsets, dresses and swimwear — using luxury fabrications while pulling from the ’90s and 2000s.
“A permanent retail space is definitely something we are continuing to work toward,” Elkaim added. “It excites me as part of the continued evolution of the brand.”
The pop-up — open noon to 6 p.m. — is located at 6111 West Fifth Street, off Fairfax Avenue by LACMA.
The Miaou pop-up storefront at 6111 West Fifth Street in Los Angeles.
Courtesy of Miaou/Michael Wells
