Paul & Joe (Paris, France)

Avenue Montaigne is a great area to window shop if you love high end designers or want to people watch those who do. However it's always taken a bit of persuasion to get my friends to actually go in a store there, because as we all know - most luxury boutiques don't seem to be all that welcoming. Paul & Joe is a label that one may not necessarily associate with the likes of Chanel or Dior, but its impressive store facade makes it look like the most expensive retail space on the avenue. It isn't of course. In fact, it isn't even all that pretentious or intimidating - quite the opposite. The brand, known for it's chic, sometimes quirky, often beautifully casual clothing has one of the grandest but also most charming flagships - which makes it so much more special.

Paul & Joe FW10 campaign (images: Paul & Joe).

A selection from the FW10 runway show (images: Paul & Joe)

Founded by Sophie Albou in 1995, the Parisian label was named after the designer's two sons. Albou's impressive CV includes studies at the French Fashion Institute, followed by working experience at Azzedine Alaïa and various years working as a stylist for Le Garage. After finally starting her own menswear label, which proved to be very successful, she followed up with a women's wear range a year later. These days, Paul & Joe also boasts a beauty line, a children's wear collection, a lingerie label as well as a wide selection of accessories including jewelry, bags and shoes. Albou has also made sure that every one of her boutiques reflects her personal universe by incorporating various finds from her travels in the boutique decor.

The front garden, where you'll find statues, sheep and various plants.

The spacious and beautiful entrance area.

The Avenue Montaigne location is the newest and also most luxurious store, though all flagships are equally delightful. The charm begins once you approach the flagship: passing through the iron gates, you'll find yourself in a small garden, complete with palm trees, fake sheep and ornate statues. The circular entrance hall is just as impressive with its delicate chandelier, antique mirrors and walls painted in a peachy shade. This is where I found most of the key looks from this season, including a very cool shearling jacket, wool coats and knit dresses. There wasn't a single SA on this floor (I've noticed this on every visit), which allowed you to browse in peace.

The jewelry and beauty section near the cash desk. Note the subtle parrot sculpture.

Fine jewelry (left) and a white Vespa near the mosaic wall (right).

Going off the entrance, a small corner near the cash desk features the higher-end jewelry made of 18-carat gold and a great selection of beauty products in its signature beautiful packaging. Although if you're like me, you'll most likely be distracted by the giant gilded sculpture of a parrot perched on a branch. If that's not enough, there's always the mosaic flower print wall, not to mention the Vespa that's parked near the stairs.

The shoe and bag area. Loved the aquarium.

Jacket and necklace are from a previous season, but similar items are available now. Chic footwear, included shearling booties and cute bow ballerinas.

Heading down to the basement, you'll find the main sales area. My favorite part is the circular shoe corner, which comes with a large aquarium, a comfortable couch and of course the footwear itself, which included shearling boots, strappy sandals and the most adorable T-strap bow pumps and ballerinas.

The Moroccan themed evening wear room, with its vintage cabinets and gorgeous couches.

Stepping out, the remaining area is large and spacious, though a peek in the evening wear section is worth a browse as well. This separate corner had a Moroccan vibe with its dark wallpaper, golden palm trees and vintage closets. While I wasn't in the market for anything sequined or glittery, this was the best place to be if you were looking for anything a little more elaborate.

Overview of the main basement space.

The rest of the store was just as fun to browse, though almost too overwhelming, since the entire women's range, including the less expensive Paul & Joe Sister was available for perusing. I was a little stunned by how large the selection was. Regardless of whether you needed a fur coat, a printed tunic or a simple striped t-shirt - it was all there, embodying French chic perfectly. Then again, according to Paul & Joe, their target customers are women who are active, bubbly, love to mix and match their clothes... and accessorize them according to their moods. So it's not surprising you'll find an outfit for any occasion here. And while everything is highly wearable - cute and quirky details ensure the looks are anything but boring.

Another exotic furniture piece (left), as well as shearling and fur jackets (right).

The gilded flower installation which reflected the store light (it's not illuminated). More goodies, such as swan prints, purple gowns, shearling shorts and enamel jewelry.

The only other things I'd like to point out are the amazing gold flower ornament that could be found towards the far wall and the children's wear (Paul & Joe Little) section. Even if you're not a child or have kids, I dare you not to fall for the furry teddy bears, giant dolls or the crazy couch made of plush toy animals. And if you have any time left, take a peek at the glass cases which contain colorful costume jewelry.

Cute stuff from the children's' department: the very cool animal couch, fur bear, mini coats and Japanese dolls.

Paul & Joe is available in more than 40 stores around the world, so if you don't get a chance to shop in Paris, the brand is easy enough to find. And of course there's always the official online boutique or other e-tailers such as Net-a-Porter. Perhaps not as charming as shopping in-store, but hopefully these photos will have put you in the right mood.

A selection from the current lookbook (images: Paul & Joe).

Address: 2 avenue Montaigne, 75008 Paris
Opening Hrs: Mon-Sat: 10:00-19:00
Paul & Joe Homepage & Online Shop