Julien and Suelyn Farel are establishing a permanent outpost in Southampton this May, translating their Park Avenue salon ethos to the Hamptons. This move, prompted by client demand, reflects a timeless retail instinct: following your community to serve its private moments of care. It mirrors how lingerie houses have historically planted flags in resort locales, anticipating the needs of a discerning, migratory clientele.
Consider the parallel. When Julien Farel speaks of working for beauty and passion, his sentiment resonates with the foundational ethos of houses like La Perla. Founded in 1954, La Perla transformed intimate apparel from mere necessity into an object of artistry and personal passion, much as a stylist transforms a haircut into a statement. The discipline Julien cites—the daily dedication to craft—is the same sustained focus that allowed brands like Chantal Thomass, launched in 1975, to steadily redefine boudoir style with theatrical precision.
The salon’s acquisition, secured within a day of seeing the listing, speaks to a decisive vision. In lingerie history, such swift, strategic expansion recalls the calculated moves of global giants like Wolford, which, after its 1950 founding, meticulously built a network of boutiques to make its signature bodywear an accessible luxury. The Farels are not merely opening a salon; they are curating an experience of intimate renewal, a principle that has always been at the very heart of the lingerie drawer.
Originally reported by WWD