Comptoir des Cotonniers (Paris, France)

A lot of people I know have this misconception that the typical Parisian woman will strut around in heels and designer gear all day. And while I'm sure you'll find one or two examples if you look hard enough, the French prefer to dress comfortably (unless it happens to be Fashion Week). They also don't exactly make more money than women elsewhere, so it's all about wise investment purchases. Like most, they'll splurge on a few designer items per season, but the rest of their income goes towards well-made basics available in mid-market high street stores. Comptoir des Cotonniers is one of those retail brands that might seem pretty average and boring to those who prefer trend-driven concepts such as Topshop, but the whole idea behind CdC is to offer women timelessly chic basics that still reflect what's currently hip this season, yet in a more subtle way.

SS09 looks (images: Comptoir des Cotonniers)

Back in 1995, in a small village called Castelginest, Tony Elicha founded a company with the aim of giving women a contemporary and accessible interpretation of fashion. In 1997 two stores opened (one in Toulouse, another in Paris), followed by several more in the next years and the first non-French store in 2001. These days the brand can be found in over 240 points-of-sale. The emphasis didn't just lie in creating beautiful modern pieces though - CdC was always about giving women of all generations, feminine good-quality clothing. In order to highlight these brand values and create an emotional bond with their female consumers, the company came up with the brilliant idea of featuring real-life non-model mothers and daughters in their ad campaigns.

Two examples of the current campaign.

This move proved to be highly successful and even though the women featured in the ads are still irritatingly beautiful to some, I'm sure more women can relate to them than they could to a supermodel or A-list celebrity. Twice a year, CdC organizes casting events where women from all across France can apply to become the next mother-daughter pair in an upcoming campaign. With the launch of their first store in the U.S. (in NYC of course), bi-annual castings are now also held in the States.

More mothers and daughters from current campaigns.

Of course all of this is pure marketing, but just the other week, I happened to pass a 10-year-old girl, dressed in a CdC skirt and t-shirt, holding the hand of her mother who was wearing a CdC cardigan. I'm pretty sure this wasn't staged, so the brand must be doing something right. Inspired by this, I decided to visit one of the bigger stores in the heart of Paris. Now when I say 'bigger', I should probably mention that the boutiques tend to be rather small. This is done intentionally in order to retain a familiar atmosphere and keep the retail space cosy. Most stores won't exceed a space of 75 m² (approx. 800 sq.ft.), though they're rarely that big. The store I go to when I get the chance is situated not far from Printemps and usually very well frequented.

Overview of the store.

The label makes a point of using natural fabrics when it comes to clothing and they've tried applying the same to the interior of the boutiques, which are dominated by light wooden floors and comfortable couches (for the bored boyfriend/husband) near the changing rooms. To be honest, the store itself isn't terribly exciting. It's a nice place to visit, because of the big windows allowing a fair amount of natural light to enter the retail space, but like most high street stores, the decor is kept to a minimum in order to avoid distraction from the actual merchandise.

The center table displayed smaller items incl. this cute tee.

Of course the clothing is what you need to be looking at anyway. Because of the sales, the store was incredibly busy and most of the items stocked were still from SS09. Even though CdC has a reputation for creating mainly neutral-colored clothing, they did opt for more color this season, such as bright floral dresses with a vintage touch or the tribal-inspired tops and skirts. Many of the t-shirts featured cute prints such as the popular dog ones, and a few embroidered tunics could be found as well. The brand did jump on the 80s bandwagon with items that included harem trousers, batwing-sleeved tops and a small selection of jumpsuits.

Another overview of the store (left) and a comfy couch for bored male partners (mine opted to wait outside though).

But if you really want pieces that will stay in your wardrobe forever, you'll need to seek out the draped tops, fitted skirts accessorized with bows, the perfectly tailored blazers and trench coats, as well as the chunky wool knits and fine cashmere cardigans. Some of the FW09 pieces could be found near the entrance, but I'm guessing more will follow. I spied a beautiful gray leather jacket and a perfect pair of matching flat boots. I really didn't want to spend any money though, so I quickly removed myself from this area and headed up to the first floor.

Upper level was even brighter and airier.

This section was surprisingly empty and displayed more sale items, mainly basics kept in black and white. A nearby rack featured a selection of children's wear, but the fact that most shelves were empty indicated that they were probably in the process of restocking this department. I really liked the fact that the middle of the room was made into a seating area (again, I'm guessing for the bored boyfriend/husband) with modern couches, a plush carpet and large white lamps. I was also fascinated by the giant golden baubles hanging from the ceiling. If you looked hard enough, you could tell that an effort was made to keep the store less anonymous than some of the other retail outlets out there. The large sideboard in the center of the store had a centerpiece of fresh white orchids and magazine editorials featuring CdC items were on display.

More comfy seats (left) and the giant baubles (right) hanging above the entrance.

If you're ever in town (any town that is) and are in need of a wardrobe staple, I say give CdC a go. Many of my friends dismissed this place as being boring yet ended up buying more items than I can remember - after I had to drag them in. The collection is available worldwide in both standalone shops and department stores, so have a look - or even better, take your mom/daughter, if you get the chance. And I would also pay extra attention to the accessories. Their shoes and bags are pretty amazing as well and tend to sell out fast.

Two looks from FW09 and current season accessories.

Address: 31 rue Tronchet, 75008 Paris
Opening Hrs: Mon-Sat: 10:00-19:00
Comptoir des Cotonniers Homepage