For its first Paris Fashion Week AW25, Icicle transformed its upcoming Champs-Élysées boutique into a refined brand experience. The raw construction site was used as a rough canevas by Concept creative studio, turned into an interplay of light and shadow, scent and sound, crafting a fashion presentation that resonated with Icicle’s deep cultural sensitivity and heritage.
The space was reimagined as a collector’s home, creating a cinematic and sensorial journey through carefully curated environments.

At the center, a circular, moon-shaped doorway was built and the façade was draped in fabric, with the hand-embroidered Icicle logo. Inside, the space evoked a collector’s home, featuring pieces curated from Chenel, Marcillac, Monluc, and Sinceux. Ceramics, artworks, and archives were borrowed from Mr. Ye’s personal collection. Clothing from Bénédicte Laloux’s collection was styled by Virginie Benarroch. Floral arrangements were curated and presented by Clément Bouteille, while food was selected and designed by Kaitlyn Reinhart.