Sézane Showcases New Brand Identity in Paris Residency
French fashion brand Sézane has opened a six-month residency at 117 rue du Bac in Paris, showcasing its new visual identity and autumn 2026 collection. The 3,700 sq ft space opened today, 4 September, in a heritage building in Paris’ 7th arrondissement, bringing together fashion, photography, books and hospitality behind a 19th-century façade.
New Identity, New Space
Sézane is positioning this residency as an extension of its Appartement retail model, with areas designed to encourage customers to spend longer in the store. Strategically located close to 122 rue du Bac, where menswear label Octobre Éditions and childrenswear line Petit Sézane are already established, the new space creates a concentrated cluster of the brand’s expanding universe. Home and lifestyle brand Les Composantes is scheduled to join the address later in the season, completing a full offering across fashion and living.
The Paris opening follows the brand’s August relaunch, which introduced a new visual identity, redesigned website, reworked stores and a tighter product-release schedule. The reset is intended to mark a more mature phase for the business, which Morgane Sézalory founded in Paris in 2013 after beginning as the vintage venture Les Composantes. The residency is meant to both provide physical space to reflect the brand’s new identity, as well as its evolution into a broader cultural and creative universe.
Autumn ’26 Collection and Collaborations
The autumn ’26 collection leads the retail offer, with a more precise, intentional identity featuring silhouettes that are more grounded and assured. There’s a greater emphasis on materials including wool, silk and linen, alongside leather handbags that anchor the more refined aesthetic. The space also features a bookshop created in collaboration with Librairie Galignani, a café with Ten Belles, and 23 works by the 96-year-old Ghanaian photographer and photojournalist James Barnor, who has maintained a relationship with Sézane for over a decade and previously displayed his work when the brand opened its original Appartement on rue Saint-Fiacre.
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“I am no longer the person I was twenty years ago,” commented Sézalory on the re-brand. “My perspective has sharpened, my desires have become clearer, and today I feel ready to shape the brand I have always dreamed of.”
The new collection’s understated direction has already received a mixed response from established Sézane customers. Some shoppers have commented that they missed the colour, florals, gingham and playful details associated with earlier Sézane collections. Others compared the more mature brand direction to the visual look of more raised brands such as COS, ARKET and Massimo Dutti, known for their minimalist style. Many shoppers welcomed the more restrained brand identity, commenting “The new collection looks amazing, I’m excited for the change”, while another described the new Fall outfits as “simple and effective”.
Beyond the new Paris location, the brand operates 16 stores across Europe and the US, including two locations in London’s Notting Hill and Marylebone.
