Des Phemmes Sets Up Marais Showroom at Paris Fashion Week for International Push

PARIS — A golden tin foil covering the facade of a space in the Marais and an invitation to passersby to rip it and peek inside are marking Des Phemmes ’ first steps in Paris.

The Italian brand founded by Salvo Rizza is pivoting its attention to the French capital by setting up a temporary showroom at 10 Rue Charles-Francois Dupuis, as it looks to further expand internationally.

To be sure, the label — which made a name for itself with its ‘90s aesthetic of unfussy silhouettes heavy on sizzling embellishments and tie-dye — resonates more abroad than in the domestic market. In an appointment with WWD earlier this week, Rizza said that the U.S. alone accounts for almost 70 percent of total sales, which last year were flat at 2 million euros.

Yet the designer is not really after