In the Cohen family we call for the newest addition: Démodé. “An unfulfilled dream, beauty to be shared” the fruit of the singular minds of an all-female threesome determined to thumb their noses at convention. Marie-France, Stéphanie Cohen and Elysa Masliah have long dreamed of this new story, the plot of which could be guessed at from the selection in the early days of Merci. A timeless and bold collection of pieces ranging from interior design to fashion, from hardware to photography, all perfectly presented. With Démodé, it’s style alone that matters. As for fashion, it takes second place. Marie-France, Stéphanie and Elysa are designers of ambiance, sharing in their first pop-up in Rue de Grenelle, a “freedom of subject“. For six months the decor will change regularly around the poetic canvases of the French painter Gaël Davrinche to match the colour ranges available in 25 shades on velvet, linen, voile, leather and paper too. Six months of installations, encounters and also of revelations that will come to life as anything from a pile of cushions to an elegant spray. In Act 1, the former premises of the Tourette bistro are brought back to life and given a makeover. A gift which the founders of Démodé undeniably have and that we have the pleasure of discovering with Marie-France Cohen. Here, behind the scenes, the seeds of a friendly and nomadic venture are being sown, Démodé with the distinction of being just that. At least for a while!
Démodé, 70 rue de Grenelle – 75007 Paris.
Marie-France, Stéphanie, Elysa, could you introduce yourselves, please?
Marie France is the ancestor! Bonpoint, Merci, etc. Stéphanie is our fashion person, the artist. She was behind the women’s fashion section at Merci. She brings her eye, her passion for photography, her sense of colour, and her taste for fashion and interior design to Démodé. With Elysa, all it takes is a dinner to spot her vivacity, her savoir-faire, her sense of humour and her courage! She’s the one who coordinates the design, manufacture, the e-commerce, the shop and…everything really.
What is it that links the three of you around Démodé?
Our shared experience with Merci, the ties of friendship from which was born the desire to do something together and do it differently.
And why the name?
For the fun of it, to defy convention and because we know that beauty is never “Demodé” (out of fashion).
Could you tell us about this new concept? What makes it different?
We could call our new concept “Freedom”. Freedom of subject: fashion, interior design, good food, hardware, children, the summer, travel, mutual help, painting, photography, etc. In short, everything that’s important to us in a world where we have everything. Here, it’s about identifying what’s missing, what’s right, elegant, simple or sophisticated, of good quality and at a fair price. What makes sense, is pleasing to the eye and what makes us different. Limited editions, installations, surprises, encounters: everything that we dream of sharing with you.
What are your individual roles? Are you all involved in the offering?
Marie-France and Stéphanie share the artistic and conceptual direction. Elysa is in charge of general management and the implementation of this atypical project.
Why did you choose to stage it in the legendary Tourette bistro?
We haven’t found our dream place yet. Just a charming shop window for our website: the tiny Tourette bistro at 70 Rue de Grenelle, where we’re staging the first homemade act. It involves a collaboration with the painter Gaël Davrinche and his paintings that are placed on velvet cushions of every size that match the 25 colours of our plain velvets, lovely stoneware plates, a range of stationery and a huge choice of glasses, cutlery, vintage items and also wonderful rugs.
Do you know yet where your second collection will be presented?
Not at all, we’re looking for somewhere that will amaze both us and you.
Will there be a new collaboration with an artist or a craftsperson each time, like the current one with Gaël Davrinche?
Not necessarily with an artist, let’s say with someone very talented, a young hopeful, an original who bowls us over.
Do you create limited editions as well as your selection?
Limited editions are what we create first and foremost. Today it’s plates, cushions and printed notebooks surrounded by a small selection from other brands.
How long have you lived here, Marie-France?
Ten years.
How did you come up with the interior design?
I think of it as the scenery in the theatre of my life. There’s the base which is the comfort, the light, the spaces, the colours, the materials… and then there’s the decor that, for me, is a mix of little things with no aesthetic or sentimental value, as well as a few treasures picked up over the years. I want my house to be welcoming, not too fragile, alive with the life that lives in it! I prefer a jumble to emptiness.
Where do you usually draw your inspiration from?
From my unconditional love for everything that’s beautiful, whatever form it might take. From the talent of others, travel, museums, magazines, exhibitions, markets…
What’s coming next at Démodé?
That’s a surprise!
Photography: Constance Gennari – Text: Caroline – Translation: TextMaster @thesocialitefamily
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Hi Susan,
You can get Démodé’s pillows in their shop, 70 rue de Grenelle – 75007 Paris.
Have a great day,
TSF Team
Simply elegant!
Where can I get one of your pillows? The one with the flower on the left side w/the white background? I like your website a lot… Susan