Bettina Vermillon is a daring and free woman wearing her stilettos with confidence. Above all, she is an imaginary person, created 3 years ago by the shoe designer Lorraine Archambeaud who hides behind this name to better express herself. After a few pop-up shops, we can finally discover her shoes with her trademark, aluminium soled heels, in a unique location where we feel at ease to walk around.L'étage Bettina - 5 rue du Chevalier de Saint George, Paris 8e.Interview with Lorraine Archambeaud:We wanted to allow our clients to see a 360° view of the brand, so we are putting ourselves out there a bit, with 300 squared meters surrounding a courtyard, similar to an apartment, they enter the room and are able to do a complete tour of the place as they would be able to do a tour of the brand so, they have access to all Bettina’s team, the stock department and the sales department. I also wanted this place to be a place of art, of design, a network for women and for private dinners.I think that today, women decide whether to wear heels, compared to, if I can say the, tidal wave of trainers. I think that women who buy a pair of trainers, buy them for themselves, because they want to be cool and feel good, and I would be the first to admit this, but from the moment we decide to wear a pair of heels, we stand up straight, we look at each other and something happens, I don’t know if you understand what I am saying but it’s in this sense. On the other hand, the brand promises to really allow women to move in their shoes.
Bettina Vermillon opens her first boutique experience in the heart of Paris
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