BA&SH tests new concept in New York

French affordable luxury brand BA&SH was launched in 2003 and now it is one of the symbols of Parisian style. Brand is represented all over the Europe, in USA, Asia.

For one boutique in New York, the founders decided to test new concept, which is based on “friendship.” Every Friday from 5pm to 7pm, each customer will be allowed to borrow a piece from the collection for a weekend — for free. The brand will take care of the dry cleaning after. Clients will be able to sip cocktails while they peruse the clothing at the Friday happy hour. The goal is to make shoppers feel at home at BA&SH.

Founders of the brand wanted to share this new concept with other brands: “We have a corner in our shop and every month we’ll work with a different partner who isn’t yet very established in the United States. We want them to take advantage of this space so that they can make themselves known in New York,” say founders.