DaDa opens first store, premières at Designers Apartment in Paris

Emerging womenswear label DaDa Diane Ducasse is about to present only its fourth season's collection, but it has already been given the nod by the French Haute Couture and Fashion Federation. The French label was in fact selected to join the Designers Apartment showroom, which is opening on 27th September as the Paris Fashion Week is in full swing. Designer Diane Ducasse, who also recently opened her own Paris store, will feature at the showroom alongside another ten emerging talents.


Spring/Summer 2018 collection - DaDa Diane Ducasse.

Ever since the launch in 2016, DaDa has been keen to establish a physical presence in the French capital, initially via pop-up stores and now with its first permanent one, which the high-end label has opened in partnership with Ultramoderne, a gallery specialising in 1970s and 80s furniture. The store was fully renovated to host the fashion label, and is located at 8 rue du Bourg l'Abbé. It is a tasteful blend of ready-to-wear apparel by Diane Ducasse and vintage furniture unearthed by the gallery.

With this store, DaDa wants to make a statement of intent, showcasing clothes with a strong personality, rich in references to tradition and design. "What I found amusing is the fact that the interior decoration changes constantly around my clothes," said Diane Ducasse. The label is available in Paris also at L'Exception concept store. "I will now concentrate on a few more French stores I'd like to enter soon. Ours is a French product, and being represented in one's own country is a crucial step," said Ducasse.

DaDa is currently distributed also in some ten multibrand stores outside France - in the USA, Japan, Iceland and the UK - and is looking for an investor to support its blossoming expansion. To do so, DaDa can surely leverage the Spring/Summer 2018 collection showing at the Paris Fashion Week: "I've started to work just with black and with sheer effects, and I've also added some Dadaist embroidery," said Diane Ducasse, who is naturally inclined towards this art movement. "But my design codes, which are present throughout, evoke formal men's clothing and uniforms, and feature my statement bows," she added.

In parallel with launching DaDa, Diane Ducasse teaches design at the Studio Berçot, and is working freelance in collaboration with Inès de la Fressange. While waiting for her own label to take flight.

Translated by Nicola Mira

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