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The Edward Achour brand is created in 1999 with the vocation of beautifying women and their wardrobes.
From the beginning, Edward Achour's collections propose singular Parisian style pieces very much in the spirit of the sixties. Designs which sell first in the United States then in Asia.
The brand is immediately a huge success in the United States and Japan with five stores opened in 2001 in Palm Springs. Women are desperate to acquire the young couturier's designs.
Edward Achour practises couture-to-wear with an elegance to match the greatest haute couture workshops. The designs appeal to a demanding clientele who ask for more.
The designer becomes famous and celebrities swear only by him: Elizabeth Taylor, Elizabeth Hurley, and Bo Derek are all eager to acquire his designs.
The couturier is famous for his impeccably cut jackets which combine know-how and minute attention to detail.
To design his collections, Edward Achour draws a great deal of his inspiration from small details that catch his eye. He is always on the lookout for something different, takes inspiration from what he sees in the street and unearths accessories which he uses as the starting points in designing his collections. Sometimes a motif will inspire an entire look: a piece of lace or a polka-dot pattern.
A brand where detail is important: buttons and jewels are re-editions of finds made in a flee-market.
The brand harmoniously associates luxury and humour. The designer likes to make fun of luxury by using a detail to disrupt the austere outline of a silhouette and enjoys mischievously interpreting a chic smock, thus combining elegance and fun.
With the increasing success of the brand, Edward Achour decides to come to France with a first collection produced by Weill which from 2011 becomes a collection in its own right (complete collection).
Undeniably the best in Parisian design is inspiration for the brand which pays tribute to the French heritage of the sixties.
Edward Achour opens a new boutique in Paris, a 130 square-metre store designed like a drawing room and entirely dedicated to women in the very chic area of Saint-Germain-des-Près. The boutique is called [edward-edward] and is designed like an elegant town house: warm and cosy, a place where women can comfortably try on the couturier's designs as if they were in their own dressing room. An original concept in which the woman who adopts the brand becomes a member of the family, so to speak. The designs are intergenerational and customers come en famille: the grand-mother, the mother, and the daughter all adopt the brand and acquire a piece which they may wear differently but always with fond attachment.