J.M. Weston reopens boutique on Avenue Victor Hugo with second-hand focus

Following several weeks of renovation work, the J.M. Weston boutique on Avenue Victor Hugo reopened on September 23. To mark the occasion, the boutique was transformed into “Vintage Hugo” and, for two weeks, houses a showcase devoted exclusively to Weston Vintage, the brand’s second-hand range.

Customers will be able to discover a wide selection of iconic styles, each with a story to tell, fully restored and refinished thanks to the unique expertise of the restoration workshop at the brand’s manufacture in Limoges. The boutique on Avenue Victor Hugo was chosen for its vintage DNA, as evidenced by its original façade, which remains intact.

A concept refined over time

The initiative is also tied to the 80th anniversary of the 180 moccasin. To celebrate this milestone, the brand has chosen to showcase the model’s many facets throughout the year. Vintage pieces play a particularly important role in this narrative, with the 180 moccasin among the most frequently restored styles.

This in-store spotlight on the second-hand range is an opportunity to highlight the evolution of J.M. Weston’s restoration programme. Launched in 2019, it has grown from nine eligible models to nearly a hundred today, with 10,000 pairs restored each year. 

Priced on average at 40% less than a new pair, these shoes are available at J.M. Weston’s Rue Saint-Honoré and Champs-Élysées boutiques, as well as in one of the brand’s boutiques in Aoyama, Tokyo. While the “Weston Vintage” concept had already taken up residence at the Saint-Honoré boutique for a few weeks at the launch of the initiative, it has since appeared at Printemps, Galeries Lafayette, and Le Bon Marché via pop-ups.