Ann Demeulemeester unveils new retail concept in Milan and at Printemps in Paris

Belgian fashion label Ann Demeulemeester has announced the opening of two retail spaces featuring its new store concept. The first is a 60-square-metre shop-in-shop within Milan’s luxury fashion store Antonioli, and the second is a 40-square-metre concession in the Printemps department store in Paris.

The new interiors concept was developed by Italian designer Stefano Gallici, creative director at Ann Demeulemeester since 2023, and executed by architecture studio Storage Associati. The label said that the new minimalist interior design, playing on the contrast between black and white, reflects “Ann Demeulemeester’s style, combining timeless sophistication and modernity.” The floor and furniture are made of black oak with zinc elements, and the new layout also features a sofa and black linen curtains.

The concept is a “new chapter” for Ann Demeulemeester, which will be showing on Saturday September 28 at Paris Fashion Week, and is designed to offer “a richer and more immersive experience” to its aficionados. In 2020, Ann Demeulemeester was bought by Dreamers Factory, a fashion group set up by Italian businessman Claudio Antonioli. The eponymous Belgian designer, one of the famous ‘Antwerp six’, left her label in 2014, having founded it in 1985.