It’s going to be a chaotic couple of weeks for Maxime Simoëns. As he celebrated the opening of his first boutique, for his fledgling men’s label, M.X. Maxime Simoëns, while, on July the 2nd, the designer will make his debut as creative director of Azzaro Couture.

The boutique on Rue Vieille du Temple, where the opening party and sporty collection unveiling took place, has chosen to operate on a see-now-by-now model. Upstairs, the space is designed like a locker room, with slatted wooden benches with glass and concrete features.

“It’s a new step in my career as a designer, to have direct access to the customer,” said Simoëns, adding that the brand, now in its second collection, is “doing well.”

The collection Entitled “Stone” is a genuine invitation to travel. Inspiration comes from nature and its elements, but also from the culture which is cherished by Maxime Simoëns. Rich with unique graphic prints and mineral embroideries, the collection echoes the power of stone and rock crystals which perfectly reveals the desire for extreme refinement.  The free spirit element is about searching for new challenges- he draws his energy and his inspirations from the environment that surrounds him.

Maxime Simoëns enhances and interprets, once again, codes of the sports’ universe and envisions the men’s locker room in an ultra contemporary urban way. Highly attentive to details, and to the choice of fabrics, the designer takes this collection to a real couture level.