The Seven Sisters
Montblanc Enlists a Bevy of Enchantresses to Bless Its Paris Store
Any luxury goods brand opening a shop nowadays is probably wise to call on support from a magical spirit or two. In the case of Montblanc's new digs on the Rue de la Paix, off the Place Vendôme in Paris, it was seven. "To be successful, you need luck," Lutz Bethge, Montblanc's CEO, explained of the enchantresses he signed up to christen the company's biggest store in Europe: Juliette Binoche, Jacqueline Bisset, Lily Cole, Clotilde Courau, Virginie Ledoyen, Alice Taglioni, and Eva Green. "But these girls are more than that! Wonderful, beautiful, magical, and mysterious—these are true fairies!" And in place of fairy dust, there were flashbulbs. Binoche kept her sunglasses on during much of the fête, while Green found herself apologizing to shoppers jostled by the crowds of camera crews. Cole seemed amused by it all: "I've not been asked to be godmother before, but I'm not really sure what I'm actually supposed to be doing in this role!" In the model's case, being herself is probably enough.
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