With boutiques located in some of the world’s most iconic luxury travel and shopping capitals, Marie France Van Damme’s new boutique will be located in Marrakech, in Morocco’s legendary La Mamounia Hotel. Since its beginnings, La Mamounia has embodied all the refinement of Morocco – an oriental atmosphere comprising noble materials crafted with remarkable ancestral know-how, all of which combine to create a powerful sensory experience.
From Yves St. Laurent to Marlene Dietrich, La Mamounia has long been a favorite destination of the jet set. Situated on the ground floor of La Mamounia (Avenue Prince Moulay Rachid, Marrakech, Morocco) the 300 square foot boutique will incorporate Marie France Van Damme’s signature aesthetic, which blends subtle Asian influences and elegant simplicity with teak wood, bronze panels, and embossed crocodile leathers with textiles and finishes that can be found in the designer’s home as well as her flagships in Hong Kong and London. The new boutique will offer Marie France Van Damme’s extensive luxury resort and ready to wear lines, and range of accessories.
As Marie France Van Damme only introduces limited productions of her collections each season, each store in itself is unique, with exclusive items at each location you won’t find anywhere else. To celebrate the opening, the store will introduce the latest campaign photographed in Hong Kong by Herbert Ypma. The campaign features the latest collection, which is a return to the glamorous roots of resort wear with its muted palette of silver and nude, hand embroidery, and opulent fabrics; from French lace to metallic-toned Italian weaves and featherweight Chinese silks perfect to wear poolside or out on a starry Moroccan night.
Marrakech has always been a fashion hot spot for designers, artists, and the modern day jet-set, and with the recent opening of the city’s new Musée Yves Saint Laurent, its allure continues to grow. “Marrakech is a magical, exotic place. There is a special history and connection for me to La Mamounia with its legendary location and blend of Arabic-Andalusian architecture and Art Deco style,” said Marie France Van Damme. “The glamour in Marrakech is unsurpassed, as a result of its extraordinary culture and history. I could not have imagined a more glamourous destination to wear Marie France Van Damme from day to evening, poolside to dinner.” she says
While many luxury brands are shying away from retail, Marie France Van Damme continues to open new stores across the globe. In the past year, the designer has opened her first U.S. store in Los Angeles at The Peninsula Hotel, and in Bangkok in Gaysorn Village, with more new boutiques to come as the designer continues to expand her presence worldwide focusing on cities that not only inspire the designer, but also appeal to her sophisticated, jet-set clientele.
The new Marrakech boutique is the latest addition to the Marie France Van Damme brand, which has rapidly expanded since its inception in 2011 to include an impressive range of ready-to-wear, resort wear, swimwear, bridal, sunglasses, perfume, and candles. The designer launched a seventh namesake boutique in December 2016 in Hong Kong’s prestigious Elements shopping mall, which is Marie France Van Damme’s second Hong Kong store, an eighth boutique in Bangkok in Gaysorn Village in July 2017, and its ninth boutique and first U.S. store at The Peninsula Hotel in September 2017. The company currently has 100 retail locations in some of the world’s most desirable places including Le Bon Marché, Harrods, Selfridges, Bergdorf Goodman, Saks, Neiman Marcus, and such exclusive resorts as Aman and One&Only, among other locations worldwide, as well as stores in Los Angeles, London, Hong Kong, Singapore, Bangkok, and Phuket.