Belgian fashion label Ann Demeulemeester is making waves with the introduction of two new retail spaces that showcase its latest store concept. The first location is a 60-square-meter shop-in-shop at the luxury fashion destination Antonioli in Milan, while the second is a 40-square-meter concession in the iconic Printemps department store in Paris. A fresh vision for retail design The new interiors have been crafted by Stefano Gallici, who has served as the brand’s creative director since 2023, and brought to life by architecture studio Storage Associati. The minimalist design plays with contrasting black and white elements, embodying Ann Demeulemeester’s signature style that seamlessly blends timeless sophistication with modern aesthetics. The use of black oak flooring and furniture, alongside zinc accents, sets a refined tone, complemented by inviting sofas and black linen curtains. A new chapter for the brand This retail concept marks a significant evolution for Ann Demeulemeester, coinciding with the brand’s presentation at Paris Fashion Week on September 28. The spaces are designed to provide a “richer and more immersive experience” for fashion enthusiasts. Since being acquired by Dreamers Factory—an Italian fashion group led by Claudio Antonioli—in 2020, the brand has aimed to redefine its market presence. Legacy and future aspirations Ann Demeulemeester, a member of the renowned ‘Antwerp Six’, originally founded her label in 1985 but departed in 2014. Her legacy continues to influence contemporary fashion, and with this new retail initiative, the brand is poised to engage a new generation of customers while honoring its rich heritage.
