This Hong Kong fashion entrepreneur is bringing the 'cool French girl' style to Singapore's heartlands

These days, it is effortless to buy just about anything under the sun with just a few taps of the smartphone. But when it comes to shopping for clothing and accessories that say something about one’s personality and identity, there is still tremendous value in doing it the good old fashioned way by browsing an actual bricks and mortar shop and trying on items that catch one’s eye.

At least, that is what Ariane Zagury, founder and chief executive officer of the Hong Kong-based Rue Madame Fashion Group firmly believes. “I value the retail experience as a whole and I think concept stores take this to another level as they are so client focused and offer an element of discovery when shopping,” she said.

Zagury, a Parisian who worked in finance in Paris and London before moving to Hong Kong with her husband in 2008, added, “In Asia, people shop as a hobby and to create connections. We prefer that a client comes to our shop and leaves happy with a smile even if she buys nothing than to buy something and never come back again.”

The Group is best known for its multi-label Rue Madame concept stores which bring in a handpicked selection of over 100 contemporary fashion brands from Europe and the US that are particularly appealing to those who favour a breezy "je ne se quois" aesthetic.

Some of its most popular items include handwoven jute bags from British brand The Jacksons that typically bear a French word like “Merci” or “Bisou”, French sneaker label Veja and vintage inspired pieces from Sea New York.

Zagury launched the first Rue Madame in 2010 after realising there were few places in Hong Kong where she could shop for independent, contemporary brands. Inspired by her family’s roots in the textile industry, the seed of an idea to launch her own business was planted.

“I was struck by the very good style of women in Asia but felt there was a lack of offerings for international, contemporary brands. So without really realising what I was doing, I opened my first shop,” she remarked.

She recalls the hustle of the early days where she would multi-task as the salesperson, buyer, accountant and even the in-store cleaner. But this gave her essential insights into the mindsets of her target market, which she credits to the group’s longevity.

“Rue Madame is a special destination place that maybe takes a bit of risk in fashion but always with the mindset of our clients who are basically a group of women who are obsessed with fashion. Everywhere we go, we speak to people to find the best brands and that is how we get them into our stores,” said Zagury.

Over the years, the multi-label concept store has expanded to seven locations across Hong Kong, China and Singapore. The Singapore stores are located in Takashimaya Shopping Centre and Cluny Court. She speaks with pride of the store’s track record at introducing new-to-market brands to Asia before they became mainstream here – these include APM Monaco, Sandro and Maje.

Now, some of the brands she believes is poised for the spotlight in Asia include Farm Rio, a bright and breezy Brazilian label known for its cheerful prints and French label Sessun, which has a knack for feminine, functional pieces that blend eclectic prints with earthy tones.

The Group also runs standalone stores for brands including UK athleisure label Sweaty Betty and French casualwear brand American Vintage. In 2017, she launched sister concept store Clemence by Rue Madame, which aims to introduce a range of emerging fashion brands within local haunts in popular neighbourhoods.

“Sometimes you want your fashion to be a bit like buying lipstick or enjoying a coffee in your neighbourhood – at your doorstep in an unpretentious community,” Zagury observed.

Functioning as a “next-door fashion confidante” of sorts, the more laid back Clemence stocks relaxed looks by brands such as Los Angeles label Xirena, casual chic clothing from French brand Hartford, bags by Vanessa Bruno and small indulgences like fragrances from French parfumerie Fragonard.

In Singapore, the Group recently launched its second Clemence outpost at Great World – the first Clemence is located at i12 Katong.

Zagury says she sees further expansion potential especially in the Clemence concept at various community malls in Singapore. Never mind that heartland malls may have a more utilitarian image – she believes it is time to disrupt local shopping habits by offering shoppers a wider range of brands at their fingertips. “There is space to bring that international brand experience to people’s doorsteps,” she said.

She is adopting a slightly different tact in China, where she recently launched the first Rue Madame boutique in Guangzhou and believes the store can buck the trend of slumping retail sales in the country. She noted that there are few – if any – other concept stores that are similar to what Rue Madame offers.

“We like our shops to be quite full of products, with weekly new arrivals and very warm. In China, typically concept stores are the opposite and more ‘cool’. That is why despite people saying that China has slowed down, our business has actually been quite strong,” she said. “I think as long as you bring in something special, the clients can feel the difference.”

Reflecting on her experience as an arbiter of style for a certain set in the region, she says there can be some variations in sartorial preferences – for instance in Guangzhou, customers show a slight preference for “cute” products. However, there tends to be more similarities than differences among women seeking that elusive “French girl style”.

“It is a mindset about finding genuinely good products that will suit an individual’s style for a long time and will be a bit different from what you see on the streets,” said Zagury. “We are not logo-focused, we value elegance and casualness at the same time and value that cool, understated feeling – it is not to be overdressed.”

There is also an obsession for finding solid basic products that form the building blocks of a wardrobe. “We like clothing that feels good and can be worn season after season like a good white cotton shirt,” she said. (Hint: Check out French brand Hertford and Californian brand Xirena for this surprisingly elusive fashion staple.)

Her greatest satisfaction is in seeing how the pieces that Rue Madame has brought in have become a part of customers’ lives. She said, “I have clients who bought a shirt eight years ago and are still wearing it. When people talk about sustainability, what is better than that?”