スキャパレリのインスタグラム(schiaparelli) - 5月9日 23時19分

1935, the year Elsa Schiaparelli invents the concept of visual merchandising.
Together with the Haute Couture atelier and the windows overlooking the square of the Place Vendome, Schiaparelli launched both the revolutionary ideas of a modern day “boutique” and of a luxury that would be ready-to-wear.
In an era of bespoke tailoring and couture gowns, the then-unheard of window displays of Schiap’s boutique caused a stir in the Parisian media as it showcased more immediate products for purchase: perfumes and accessories, sportswear, swim-costumes and tights.
In collaboration of the stylish Bettina Bergery, Elsa’s assistant who happened to be one of Dali’s closest friends, the products were presented in a series of visual stories - a sort of scenography inhabited by special characters. These characters were dressed up and accessorized in eccentric and ever changing ways… there were the hand carved mascot/mannequins Pascal and Pascaline, wooden friends of Elsa’s who still inhabit the house today. Then the imposing Sphinx, a favorite metaphor of Elsa’s dual nature - the half human half creature hybrid and a symbol of the courageous intelligence by which she lived and designed.
Imagine the experience of passing by #21PlaceVendome in 1935, luxurious sportswear hung by humble clothespins, masked characters and half humans inhabiting a world of stories and painted scenes. The visual language of the avant-garde was being written one window at a time.
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