When Chloé alum and current CHANEL atelier artistic director Christelle Kocher debuted her own brand, Koché, one year ago, she did it in the subbasement of Forum des Halles, a shopping mall that “could not be more central to all of Paris.”
It was nighttime; everything was closed, and the mood was both egalitarian and individual. No air of privilege, no sense of the elite—but something sort of secret and utterly uncommon just the same. It set the perfect tone for the brand, creating just the right kind of buzz and energy.
All images by Jessa Carter
Last season she took over an alleyway in an obscure neighborhood, expressing her mission to bring “poetry to the street” in a loud, gritty and thoroughly exhilarating way. And then earlier this week, during the first days of Fashion Week, she returned to Les Halles at the mall’s suggestion, this time setting up her version of a runway on the newly renovated, futuristic ground-floor level.
“The show, the brand, the story, the collection—these are all the same thing for me,” she told us a few days later when we met for tea near her studio. As a group they tell a story, and the story is about togetherness and hope despite the city’s recent traumas, and it’s about using the beauty of craft to uplift the ordinary.
And it’s also about feathers, sequins, track jackets and a cool footwear collaboration with SPACE brand Adieu.