Yesterday, on the third floor of the rare books section of the iconic Strand bookstore, models marched through the aisles and shelves while the press sat captivated. Regular customers, who were browsing the books on the second floor, served as an accidental audience to the backstage and runway path. It may have been a spectacle to the uninitiated, but at the end of the day, it was just another one of Koché’s fashion shows.
“I think it’s an eclectic collection and I wanted to also to feel a connection and to feel an energy,” said Christelle Kocher, the designer behind the line right after the show. “But, also, my brand is not only about Paris and history, it’s a lot of spontaneous energy with the way that I mix sportswear.” The Parisian brand is known for having its shows all around the world in unconventional spaces — from the streets of Harajuku in Tokyo to the Folies Bergère in Paris. For New York, the Strand is just as symbolic in its own way. “It all makes sense,” adds Kocher.
When asked if she identifies more with Paris or New York, where she now has more fans than ever before, she stops to think: “I don’t feel any of the cities, I feel like my brand speaks to a generation, which is a bit like people.. with social networks you don’t feel, oh it’s Paris, oh it’s New York. I take and I pick things around the world but New York is a special place for inspiration.”