Heidi Giammarese’s passion for French boutique clothing was sparked when she traveled to France with her grandmother as a child. Her interest grew when she visited France again in her early 20s and explored independent shops that specialized in vibrant fabrics and various designs.
“I had visited beautiful shops that I loved and was inspired to change the direction of my store,” said Giammarese, now the owner of Marie Parie Boutique. “I wanted to carry more lines from France and Italy.”
Marie Parie Boutique, which turns 30 this fall, specializes in handmade creations and French couture that nod to the current trend of whimsical fashion—an imaginative and eccentric approach to style. Giammaresehandpicks merchandise straight from Paris, usually seeking out a mixture between vintage and handmade pieces. The store, she says, is a complete reflection of herself.
“I only buy what I like initially. I may like one thing, but I feel it’s very important for me to appreciate what I pick in some way, shape, or form,” Giammarese said. “I like colorful patterns and interesting textures. I also like flattering shapes and fits that fit on every body type.”
Julie Sigel, who’s been a regular customer at the boutique for 25 years, said she’s drawn to Giammarese’s creative eye for fashion.
“Heidi has a real gift for putting together ensembles and accessories with the outfits. She’s already curated things when you walk in,” Sigel said.
As minimalism in fashion sizzles out, maximalism is bubbling up. According to Vogue editor Anna Cafolla, who’s written about the return of this style, romance and whimsy is back. People are gravitating toward individuality, customization and boldness, and Marie Parie Boutique serves those customers.
“There were always people who were interested in whimsical fashion,” Giammarese said. “However, I would say there are more people open to color and patterns today. The same goes for many different shapes, especially in dresses and tops.”
It’s hard to pinpoint exactly what makes an outfit playful and quirky. Bright colors and flashy prints come to mind, but those can be found in other styles as well. So, what screams “whimsical fashion”?
“I think there’s a lightness to it,” Giammarese said. “I don’t think there are any rules, really.”