ICICLE Womenswear, upper floor at 35 avenue George V, Paris; photography courtesy of ©Romain Laprade.www.icicle.com

The realisation that caring for the planet matters as much as caring for oneself – the well-being of both being inextricably linked – is an increasingly important hot topic, yet we should recognise that some were far-sighted and embraced this position years ago. It is even more remarkable in the case of businesses, for pursuing a commercial agenda is generally contrary to preserving the environment. So, whenever the two aims are in harmony, it can be worn as a badge of honour.

Natural Way campaign shot Autumn / Winter 2019, featuring natural colour

cashmere garments; photography courtesy of ©Nathaniel Goldberg.

www.icicle.com

Chinese fashion brand ICICLE, a precursor of eco-friendly luxury, has been a pioneer in this niche since day one, when it launched in 1997 in Shanghai. More than a motto, ‘Made In Earth’ has been a philosophy that has shaped every single aspect of the brand. A holistic approach about living according to natural laws, the ‘Natural Way’. In other words, producing beautiful clothes and ac-cessories that pay tribute to the riches of our planet by first and foremost respecting Nature, and in return, as the only way to ful-ly nurture ourselves. This means that each piece of their collections comes from caring about its impact on the earth, while deliver-ing the ultimate wardrobe for both women and men: impeccably cut, effortlessly chic pieces with the best quality materials pos-sible (e.g. cashmere from Loro Piana, linen from Libeco, and wool from Botto Reda). Ethics steeped in the codes of unmitigated luxury.

Plant-dyed checked square collar worsted wool shirt and wide-leg worsted wool trousers, the Natural Way Autumn / Winter 2019; photography courtesy of ©Nathaniel Goldberg.

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They say the devil is in the detail; here mastery can be found at every turn. Iconic styles include the Aircoat (an uncomplicated luxurious coat that envelops like a second skin), Seamless Knitwear in the softest cashmere, and the Light Suit made of heavy silk that achieves a fluid structure. Comfort to the point that gar-ment and wearer become one is paramount. What impresses most is how this inherent ease and freedom of movement come with great allure. In other words, comfort is not achieved at the expense of style; they are both intrinsic parts of the ICICLE equation.

Natural colour yak wool and cashmere, the Natural Way Autumn / Winter 2019; photography courtesy of ©Nathaniel Goldberg.

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In terms of environmental credentials, the list of adopted criteria is stringent. For a start, ICICLE only works with suppliers that meet Chinese and international en-vironmental certification standards. Then, from the award-winning Shanghai fac-tories to the strategies for best energy conservation, water treatment and waste recycling, via the natural processes applied in every aspects of the designs (e.g. buttons, linings, trimmings, dyes etc), no stone is left unturned. I encourage you to visit ICICLE’s website and read about this outstanding commitment.

It is embedded in the very DNA of the brand, and part of their expansion strat-egy. Well underway in their origin country, with 267 boutiques in 70 cities in China, ICICLE has just opened their first foreign outpost in Paris, where the ICICLE design centre is also based. As for location for the Parisian flagship, nothing evokes prestige better than avenue George V, right in the centre of high fashion and luxury in the French capital. It is indeed at number 35 that ICICLE’s boutique has emerged, like a blissful retreat.

Façade of the ICICLE flagship boutique at 35 avenue George V, Paris; photography courtesy of ©Romain Laprade.

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How to reflect the style of ICICLE’s crea-tions, a signature elegance made of pure lines, sophisticated colours and slick sil-houettes, in a space? Find a like-minded architect, preferably one from Belgium, where star interior designers are praised for elevating minimalism. It is there that Ye Shouzeng and Tao Xiaoma, the found-ers of ICICLE, found their perfect match in the person of Bernard Dubois from Bernard Dubois Architects. Describing the boutique may not do it justice since it is above all a sensory experience, a carefully orchestrated tableau of vol-umes and clean lines.

Monastic and contemplative

atmosphere, ground floor at 35 avenue

George V, Paris; photography courtesy of ©Romain Laprade.

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Across four levels that flow from one to the other, one is invited to wan-der and embrace the serene mood of the different alcoves. The ground en-trance space is monastic, enveloped in an all-white layer with high ceilings, large arches and round podiums.

From there, one accesses the heart of the boutique, ‘an entirely mineral’ room made of limestone and lime-stone powder and set with totemic floor sculptures.

Volumes and pure lines, ground floor at 35 avenue George V, Paris; photography courtesy of ©Romain Laprade.

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Moving on to the upper floors and different materials appear, such as wood (oak, cedar, walnut) and ceramic, whilst the architec-tural details celebrate East meeting West. The aesthetic changes throughout the 490 square meters of the store are achieved by subtle increments so as to preserve the overall harmony, the sense of continuity.

ICICLE Womenswear, upper floor at 35 avenue George V,

Paris; photography courtesy of ©Romain Laprade.

www.icicle.com

On the top floor, the culmination of this temple, (indeed, the boutique has all the attributes of a heavenly sanctuary) is a cul-tural hub with a library of more than 500 books, all addressing the importance of sustainability as a lifestyle, and a temporary exhibition space.

Façade of the ICICLE flagship boutique at 35 avenue George V, Paris;

photography courtesy of ©Romain Laprade.

www.icicle.com

Exhibition space, top floor at 35 avenue George V, Paris; photography courtesy of ©Romain Laprade.

www.icicle.com

Within the the store, one feels fully sheltered from the hustle and bustle outside, and it is in this restorative environment that one can safely browse and absorb the almost spiritual mantra of the brand.

It is quickly apparent that ICICLE as a whole is conducive to wellbeing.

ICICLE Menswear space, upper floor at 35 avenue George V, Paris; photography courtesy of ©Romain Laprade.

www.icicle.com