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Reason Why French Women Don't Get Fat

Montaigne Market, a new international multimarque, carries an eclectic mix of 80 designers handpicked from Los Angeles to Milan, and every chic city in between. With a special focus on New York favorites like Proenza Schouler, and new Californians like Thomas Wylde, the shop carries some U.S. labels exclusively in France. They've cornered the Parisian market on Behnaz Sarafpour, Duro Olowu, Nicholas Kirkwood, Alice Temperley, Me & Ro jewelry, and Mayle. Also represented are well-loved big leaguers from Marc and Miu Miu, to Lanvin and Luella. The selection is mostly women's with a sprinkling of menswear from designers including Galliano and Evidence of Evolution.

"We're the first multi-brand shop on Avenue Montaigne, where it's all stores like Prada, Vuitton, and Dolce & Gabbana. We're changing what the avenue is about because everything is quite old-fashioned, well-known and traditional," says buyer/co-owner Liliane Jossua. "Everything's coming now: Chloé just opened, as did Jimmy Choo."

Occupying a 4,000-square-foot space, the shop is bathed in natural light with earth-toned walls, pale wood floors, chrome display cases and white leather benches. "People say there's a Zen feeling inside the store," says Jossua. "We wanted it very neutral because we wanted to have the colorful clothes in the forefront."

The store's co-owners each boast prestigious retail pedigrees. Jossua chooses every piece the shop carries during her frequent trips to New York, Los Angeles, London, the Netherlands, and Milan. She plans to expand the stock to include more emerging Japanese designers in the near future. Business partner Alain Celhay has worked in fashion for over 20 years and owns the sumptuous Espace Mirage in Monte Carlo, where both men and women browse Thom Browne, Marc Jacobs, Alexander Mc Queen, and Stella McCartney.