No42 Concept Store Opening w/ Purple

42, rue de Sévigné


After No74 in Berlin and No06 in London, the No42 concept store opened its doors this weekend in Paris. In the heart of the rue de Sévigné, Adidas inaugurates a third large loft with immaculate walls, which will host exhibitions, events, and various cultural exchanges turned towards the Parisian scene throughout the year. In parallel, the new venue will offer a selection of outfits, shoes and accessories from the brand’s various collaborations with the three bands – notably Opening Ceremony, Jeremy Scott, Stella McCartney and the recently celebrated Y-3 collab.

Last Friday evening, Adidas chose Purple to launch the festivities of this gratinée program. Olivier Zahm’s magazine is producing for the occasion an outdoor fashion series shot by Bella Howard – partially hanging on the walls of the concept store, without forgetting to invite her happy band to toast to Cécile Togni’s soundtrack. HOTSPOT in sight!

Photos: Paul Blind
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