HOW TIME FLIES...
IT HAS BEEN 50 YEARS SINCE MAURICE RENOMA OPENED HIS BOUTIQUE THAT SPARKED A SARTORIAL REVOLUTION.
Maurice Renoma has long branched into sideline businesses like photography, cafe, furnishings and lifestyle. His label has been selling worldwide since 1970 and he is still going strong while compatriots like Pierre Cardin and latter names like Claude Montana have vanished and Thierry Mugler exists mostly as best selling perfumes.
In Kuala Lumpur, the relatively new Renoma Cafe is along Jalan Bukit Bintang opposite Prince Court Hospital and is already a hip and happening hang-out. Its burgers are to die for and the live band provides feisty entertainment.
In all Renoma cafes, you can eat, drink and party while admiring the decor and if you like certain things, you can buy them! Of course there is a selection of clothes, shoes, bags and accessories plus a photo exhibition and art gallery so you can feast your eyes and soul!
Renoma Cafe is a gift shop, art gallery, book store, fashion boutique and gastronomy centre!
23rd October 1963 – 23rd October 2013
50 YEARS OF DESIGNING
Show preview on the 22nd October 2013
Exhibition from 23rd October 2013 to 23rd January 2014
The White House – Renoma store, 1963.
23rd October 1963 : The boutique named White House by Renoma store opened its door on Rue de la Pompe in Paris and brought about a revolution in menswear by creating a fashion dedicated to young people.
Michel and Maurice Renoma shattered the dress codes of conservatism with their double breasted blazers with four silver metal buttons or made of military cloth, their revisited US-Army flared trousers, their ultra-fitted suits made of green, garnet red or purple velvet, their shirts cut in furnishing fabrics…
For young students from Janson de Sailly High-School, for the Drugstore Gang and for artists and political figures, Renoma store soon became the place to be for a new unconventional and
uncompromising fashion.
There, you could bump into Dali, Picasso, Bob Dylan, Eric Clapton, John Lennon, Andy Warhol,
Jacques Dutronc, Serge Gainsbourg, Karl Lagerfeld, Yves Saint-Laurent, Françoise Hardy,
Catherine Deneuve, Brigitte Bardot or Jean Seberg…
Since 1970, Renoma products are sold all over the world.
Today, Maurice Renoma, still passionate about fashion, extends his creativity to various fields:
lifestyle, design, the Renoma Café Gallery and the photo exhibitions. From his advertising
campaigns with Birkin and Gainsbourg to his transgressive graphic designs about James Dean, Jimi Hendrix, the Rolling Stones or the Beat Generation, he shares his eccentric and timeless world view.
23rd October 2013: To celebrate the 50th anniversary of his mythical Parisian
store, Maurice Renoma will exhibit for the first time photographs and archives from the 60’s, never before seen clothes and accessories from his Vintage collection, which are all illustrative of the legendary history of Renoma style. A book will be published by Editions de La Martinière.
Maurice Renoma in his TR3 in front of the family stor22 rue Notre-Dame de Nazareth, 75003 Paris, 1961.
White House – Renoma store opening, 23rd october 1963. He cheekily named it White House to bring a transatlantic flavour as every Frenchman knew this was the home of the American president
Maurice and Michel Renoma at the White House Renoma store, 23rd october 1963.
TIMELESS RENOMA.
Below are some of Maurice Renoma's timeless creations which still look au courant today! This simply proves fashion comes and goes but style remains Renoma!
Vasarely velvet jacket, 1968.
Double-breasted tartan coat, 1966.
Fishnet bag, 1976.
Wood & cashmere Fair Isle jumper, 1974.
Landscape leather jackets, 1964. Plaid tweed suit, 1974.
Double-breasted six buttons blazer, 1971.
Striped blazer, 1964.
RENOMA PROJECT DESIGN STORE, 2013 :
GALLERY, FASHION, PHOTOS, EXHIBITIONS, SCENOGRAPHY.
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