
Alton spotting casual chic in front of the old Paris Stock Market made into the venue of the Paris fashion trade show
Ly Adams is a ready-to-wear menswear only casual chic brand with a boutique located in the Paris hipster district the Marais and was founded in 2010 by Séverine Lahyani. This was the last stand BDMOTP visited at the TRANOI fashion trade show.
This casual urban-chic style – or chic-urbain as the French would say – is very much en vogue or à la mode of course in different cosmopolitan centers around the world today, as we have seen this type of sporty elegance come back time and again on the runways of Paris (Carven), Amsterdam (Tony Cohen Homme), London (Wooyoungmi), and undoubtedly in other cities as well. No surprise then to find this elegant style at the Paris tradeshow, but we will question what is the secret behind Ly Adams that drives hipsters so crazy over this type of style today.
For one thing the brand and savoir-faire are French whereas the sartorial arts and manufacturing are Italian, which always makes for the most casual and best of fits – something which when compared to German or English bespoke that will never be the same.
Secondly, the style signatures at Ly Adams are derived and taken from classic masculine movie icons like Jimmy Dean, Steve McQueen, and Humphrey Bogart which of course will give both colors and cuts a beautiful retro look. Perhaps that we may call what we looked at during the trade show: The Collection of the Boulevard of Broken Dreams.
Which brings us to the last important point: if you are going to go crazy over retro (the French like to talk about ‘revisité’ (revisited) urban chic casual and come to Paris or London or New York to look for one of them boutiques (like Ly Adams) where you can be fitted into the only mold which is going to turn you into a fifties or early sixties movie character with grace, chic, elegance and all the other good stuff (yes, you may have to take up smoking and change your daily portion of wheatgrass for Martinis) which you have always dreamed of would one day turn your street style cool finally into some real urban chic – then, for style’s sake, don’t wear a tie!
No, take it from Steve McQueen and wear a simple dark turtle neck sweater. Or maybe just a T – shirt. Forget your cool. And be ‘décontracté’ – be casual, and be yourself …
Posted by Sandro and photos by Mous.























































































