Emmanuelle Alt. Caroline de Maigret. Carine Roitfeld. The French way of dressing, with a touch of je ne sais quoi (a quality that cannot be adequately described), is one that these women embody almost effortlessly. It’s also a quality that fellow Frenchwoman Ingie Mouchonnet hopes to bring to life in her roving pop-up store concept. Dubbed L’instant Chic in Singapore, the two-day pop-up opens today in So Sofitel Singapore’s VIP suite with a tightly curated edit of 15 French brands.
For Mouchonnet, this is the realisation of a long-held dream (it led her to leave her international relations job in Paris last year). “My objective is to promote French fashion and style abroad, from Southeast Asia to the Middle East to other European cities,” she explains. “We will visit selected destinations twice a year, and in between we will keep in touch with our clients through our personal stylists.”
Singapore is the second stop for her pop-up after its Paris debut earlier in January, and with good reason: After visiting regularly for the last 10 years, she realised that shoppers here have grown more curious and mature about discovering new brands. Below, she gives us the scoop on the French labels to look out for and what makes this shopping experience unique.