Colette Returns: A Cultural Revival at the Grand Palais
Published
September 24, 2025
In a remarkable turn of events, the iconic Parisian concept store Colette is set to make a fleeting return, coinciding with the exhibition “Virgil Abloh: The Codes” at the Grand Palais. This temporary revival, running from September 30 to October 9, marks the first time the store has opened its doors since its closure in 2017. More than just a tribute to the late designer Virgil Abloh, this initiative aims to reinterpret the unique spirit of Colette, a pioneering space where fashion, art, music, and design converged.
A Legacy of Innovation
Founded in 1997 by Colette Rousseaux, the original Colette store was a game-changer in the retail landscape. It redefined how consumers interacted with fashion, transforming shopping into an immersive cultural experience. The store was known for its eclectic mix of high fashion, streetwear, and art, making it a must-visit destination for trendsetters and creatives alike. Its closure in 2017 left a significant void in the Parisian retail scene, as it had become synonymous with innovation and collaboration.
The revival of Colette is not merely a nostalgic nod to the past; it serves as a strategic move to reignite a vision of retail as a cultural hub. This concept aligns closely with Abloh’s philosophy, which emphasized the importance of commercial spaces as platforms for cultural expression. Shannon Abloh, CEO of Virgil Abloh Securities and the designer’s widow, noted, “Virgil had a deep admiration for Colette and firmly believed in the use of commercial spaces as platforms for cultural expression.” This sentiment underscores the intention behind the revival, which aims to extend Colette’s legacy into the present day.
A Curated Experience
The exhibition will feature a carefully curated selection of exclusive and iconic pieces, including a reissue of the Virgil Abloh x Braun collaboration featuring the BC02 alarm clock. Additionally, visitors can explore a French translation of the collection “Abloh-isms,” which encapsulates the designer’s unique approach to fashion and culture. The showcase will also include works from a diverse array of creators, such as Babylon, Bstroy, Cactus Plant Flea Market, Futura Laboratories, L’Art de l’Automobile, and Travis Scott, among others.
This eclectic mix of offerings reflects Colette’s original ethos of blending various cultural elements, making it a living laboratory for creativity. The revival is not just about showcasing products; it is about fostering a dialogue around the evolving nature of retail and its role in contemporary culture.
A Broader Cultural Inquiry
The return of Colette raises important questions about the future of retail spaces. In an age where online shopping dominates, what does it mean for a physical store to serve as an incubator for ideas and cultural narratives? The Virgil Abloh Archive aims to explore this question through the lens of Colette’s legacy. By positioning the store as a cultural space rather than merely a commercial one, the initiative challenges traditional notions of retail.
Historically, concept stores like Colette have played a crucial role in shaping consumer behavior and cultural trends. They have served as platforms for emerging designers and artists, allowing them to reach wider audiences. The revival at the Grand Palais seeks to reignite this spirit of collaboration and innovation, encouraging visitors to engage with the space in a meaningful way.
The Impact of Virgil Abloh
Virgil Abloh’s influence on the fashion industry cannot be overstated. As the founder of Off-White and the first African American artistic director for Louis Vuitton’s menswear, Abloh broke barriers and redefined what it meant to be a designer in the 21st century. His work often blurred the lines between high fashion and streetwear, making luxury more accessible to a broader audience.
Colette was one of the first retail spaces to recognize Abloh’s talent, showcasing his designs from the early days of his career. The upcoming exhibition serves as a poignant reminder of his contributions to the industry and his enduring legacy. By celebrating Abloh’s work within the context of Colette, the revival not only honors his memory but also reinforces the importance of cultural spaces in fostering creativity.
Conclusion
The temporary return of Colette at the Grand Palais is more than just a nostalgic revival; it is a celebration of a visionary approach to retail that prioritizes cultural expression and collaboration. As the fashion world continues to evolve, the exhibition “Virgil Abloh: The Codes” invites us to reflect on the role of physical spaces in shaping our understanding of culture and creativity. By rekindling the spirit of Colette, this initiative offers a glimpse into the future of retail, where shopping transcends mere transactions and becomes a vibrant exchange of ideas.
