With no marketing publicity launched accompanying this new shop opening, the ready-to-wear brand in financial difficulty opened in this Parisian business district La Défense on Saturday.

American Apparel store. Photo : Pixel Formula

Situated in the shopping centre Quatre Temps which welcomes 8 million visitors per year, on the same floor as Gap, H&M and Zara, the shop's oak floor covers 160 square metres. The style remains refined throughout the collections and space, with clean white walls reflecting its "basic" aesthetic. This is the eleventh boutique in France for the californian label.



Original by Bruno Joly. Translated by Rosie Hart