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HEADHUNTING FOR FASHION
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L’ORÉAL GROUP
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GI GROUP FASHION & LUXURY
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Homepage > Videos > Bettina Vermillon opens her first boutique experience in the heart of Paris

Bettina Vermillon opens her first boutique experience in the heart of Paris

access_time 00:01:39

Bettina vermillon is a daring and free woman wearing her stilettos with confidence. above all, she is an imaginary person, created 3 years ago by the shoe designer lorraine archambeaud who hides behind this name to better express herself. after a few pop-up shops, we can finally discover her shoes with her trademark, aluminium soled heels, in a unique location where we feel at ease to walk around.l'étage bettina - 5 rue du chevalier de saint george, paris 8e.interview with lorraine archambeaud:we wanted to allow our clients to see a 360° view of the brand, so we are putting ourselves out there a bit, with 300 squared meters surrounding a courtyard, similar to an apartment, they enter the room and are able to do a complete tour of the place as they would be able to do a tour of the brand so, they have access to all bettina’s team, the stock department and the sales department. i also wanted this place to be a place of art, of design, a network for women and for private dinners.i think that today, women decide whether to wear heels, compared to, if i can say the, tidal wave of trainers. i think that women who buy a pair of trainers, buy them for themselves, because they want to be cool and feel good, and i would be the first to admit this, but from the moment we decide to wear a pair of heels, we stand up straight, we look at each other and something happens, i don’t know if you understand what i am saying but it’s in this sense. on the other hand, the brand promises to really allow women to move in their shoes.