Burberry’s Paris Store Opens on Avenue Montaigne

LONDON — Paris’ luxury fashion street Avenue Montaigne has a British newcomer.

Burberry will now count the likes of Prada, Bottega Veneta and Jil Sander as neighbors on 17-19 Avenue Montaigne.

This is the brand’s second unit in Paris, an addition to its flagship store on Rue Saint-Honoré, which opened in May 2022.

The new store features two floors and stocks Burberry’s spring 2024 collection across menswear, womenswear and accessories designed by its chief creative officer Daniel Lee.

The minimal-looking store takes cues from the brand’s updated equestrian knight design, which was last used by Burberry’s former chief creative officer, and Lee’s friend, Christopher Bailey.

The horse and the shield have been subtly set into the floors in a mosaic using Verde Alpi marble, as well as reimagined in the deep green rugs in the surrounding spaces.

The store’s fixtures are inspired by British abstract art in the ‘60s and the ‘80s anti-establishment design movement, Creative Salvage.

Lee’s Burberry bags take center stage at the store with a core focus on the Knight bag, which comes in calf leather, suede or shearling. The bag’s clip hardware is a nod to the equestrian knight design from 1901. The Rocking Horse bag is the other crown jewel in the store.

Since the new chief creative officer’s arrival, Burberry has doubled down on craftsmanship and Britishness.

At the brand’s fall 2024 show in Victoria Park in East London, Lee pitched a big tent inviting Callum Turner, Bright, Olivia Colman and Joanna Lumley to witness a collection based on British and Irish wool, the mills of Lochcarron and Donegal, and Burberry’s heritage dressing military men and explorers in weatherproof clothing.