In the Marais district of Paris, a new pop-up offers more than clothing—it presents a thesis on how heritage can be worn. Maison Maróm, co-founded in 2024 by Marita Gevorkyan and Olga Medelyan, has opened its first physical showcase, but the label is merely the visible thread in a larger cultural tapestry that includes a concept store, a foundation for artists’ residencies, and even a restaurant tracing the Armenian origins of Japanese melon pan. This ecosystem approach feels particularly resonant for a lingerie museum audience: after all, the most intimate garments have long been vessels for cultural storytelling, from the corsetry of imperial courts to the silk chemises that signaled quiet rebellion. Maróm’s collection, focused on natural silks, linens, and organic cottons, draws from archival Armenian motifs—including embroideries from the 1600s reimagined on modern pajama silhouettes. An in-house historian ensures patterns carry authentic weight, much as the finest lingerie houses once guarded their lace-making secrets. The brand produces small runs of 50 to 100 units per style, a deliberate scarcity that echoes the artisanal approach of early 20th-century Parisian corsetières. CEO Marine Guinobert, formerly of Princesse Tam Tam and Comptoir des Cotonniers, frames the venture as a response to a luxury market hungry for meaning. “People want a deeper connection,” she says. “They want to feel we share not only clothes, but values.” For a museum dedicated to the history of lingerie, Maróm’s model is a compelling footnote: proof that the most powerful garments are those that carry a culture’s intimate memory, stitched into every seam.
Originally reported by WWD