The Hong Kong-based Frenchwoman (below) started the multi-label concept – named after a street on Paris’ chic Left Bank – in 2010 to fill a void for stylish yet accessible designer brands in the city. At 1,000 sq ft, the Singapore store (#03-13C Ngee Ann City) which opened in May is her third branch and the first outside Hong Kong. Here, why it stands out in Zagury’s own words:

ariane zagury rue madame

1. IT’S LIKE A SLICE OF PARIS RIGHT HERE IN SG
“Of the over 40 brands I carry, 90 per cent are French. The idea of Rue Madame is to bring a Parisian concept store to Asia, so the labels I buy are what Parisian girls wear. This means nothing over-the-top or too sexy. Our customer also loves to mix and match – she shops at Zara, but also owns Chanel or Hermes – and the pieces in store appeal to that sensibility.”

2. COME HERE TO DISCOVER NEW LABELS
“I work with closely with the Parisian concept store Brand Bazar (known for its wide range of affordable, mid-luxury labels) in trendy Saint Germain des Pres, so when there’s a new brand in the market, we are the first to know. I travel to Europe four times a year to buy merchandise, so you can expect new labels in store every season, and new arrivals every two weeks.”

iro paris

3. EVERY BRAND HAS ITS OWN USP
“The labels I carry need to bring something new to the store. If it’s a brand that looks like everything else (out in the market), I won’t carry it. For example, the whimsical doll pendants ($545-$1,015) by Parisian jeweller Servane Gaxotte are entirely handmade – from their faces to the clothes – and I’ve never seen anything like them.”

4. THERE’S SOMETHING FOR EVERYONE
“We have a wide range of exclusive labels, each with their own look. These include French designer Stella Forest ($250-$800), who puts an urban spin on boho chic (think pretty peasant blouses to go with jeans, and ethnic print maxis and jumpsuits); Clover Canyon ($300-$900) from Los Angeles, which does loud florals with an Asian influence; and Italian bag brand Antonello ($600-$1,500). Its designs are eco-friendly, handmade and one-of-a-kind – my idea of true luxury.”french labels in singapore

5. YOU’LL NEVER HAVE TO WORRY ABOUT FIT 
“People shop at concept stores because they’re not just buying into a brand, but a specific product and, to me, fit matters a lot. A product that fits well will be a bestseller whether in Paris, London, Hong Kong or Singapore, so I spend a lot of time looking for clothes that are well-cut and flatter the wearer, regardless of her body shape. When a woman finds pants that fit well, she doesn’t buy just one, but three.”

6. YOU WON’T BURN A HOLE IN YOUR WALLET
“I want to give customers a human experience, and that not only means pieces that are wearable, but also priced accessibly. Our prices range from $70 for an accessory to $1,800 for a dress or a leather jacket.”

rue madame interior

7. ILLUSTRATION FANS WOULD DIG THE DECOR
“I’m not an artist and was looking for someone to translate my vision (of Rue Madame as a Parisian concept store) into artwork on the walls. I discovered British artist Charlotte Mann in French Elle Decoration and gave her free rein to interpret my vision. The result is illustrations of quintessentially Parisian everyday objects like bicycles, and faces inspired by the ’60s French film A Woman is a Woman. (I believe that) atmosphere plays a part in drawing customers back.”  


An adapted version first appeared in
Female‘s July issue, out on newsstands now. 

Like this? Shop our picks of designer keychains and bag charms.