A.P.C. brings Parisian minimalism to Riyadh with first regional flagship store

In the heart of Riyadh’s prestigious Solitaire Mall, the city’s fashion scene welcomes a new chapter with the debut of A.P.C., the beloved Parisian brand that has long epitomised simplicity and sophistication. Known for its understated elegance and a commitment to quality, A.P.C. enters the Middle East with a refined yet accessible aesthetic, offering a timeless allure that appeals to those who seek authenticity in their fashion choices.

Founded in 1987 by Jean Touitou, A.P.C. (Atelier de Production et de Création) has become synonymous with a minimalist approach that celebrates the beauty of simplicity. This brand, with its roots firmly entrenched in Parisian haute couture culture, quickly gained a cult following, initially for its raw denim jeans, which captured the essence of modern, casual chic. Today, A.P.C. has blossomed into a complete fashion house, offering both men’s and women’s collections along with coveted accessories, particularly its iconic bags.

The Riyadh boutique is set to reflect the brand’s unique philosophy, blending a sense of casual elegance with a deep commitment to sustainability. Designed by the acclaimed Laurent Deroo Architects, the store’s interior mirrors the brand’s understated yet meticulously crafted ethos. Clean lines, a neutral palette, and carefully curated spaces create an atmosphere where the focus is placed firmly on the clothing itself—pieces that reveal the wearer’s personality rather than overpowering it.

In line with A.P.C.’s core values of transparency, quality, and authenticity, the Riyadh store will house a selection of their timeless collections. Each piece, from perfectly tailored jackets to elegantly simple dresses and the signature denim, speaks to the brand’s dedication to designing for the environment-conscious individual. For those who seek more than just fashion, A.P.C. invites customers to embrace a lifestyle where every item, be it a sleek handbag or a comfortable sweater, is made to last.

Jean Touitou, along with his wife Judith Touitou, who serves as the artistic director of the brand, continue to craft each piece with a passion for quality and design that transcends fleeting trends. A.P.C.’s philosophy is simple yet profound,  that fashion should be an expression of one’s personality, not a loud statement. This authenticity resonates with those who value craftsmanship over consumerism and find beauty in the unadorned.

For Hisham Bedier, Managing Director of Beside—the Middle East partner for A.P.C.—the brand’s arrival in Riyadh marks the beginning of an exciting journey. “Our passion for storytelling aligns seamlessly with A.P.C.’s core values of authenticity and transparency,” he says. “The brand has long represented what the modern shopper seeks: timeless pieces that are both beautifully crafted and environmentally responsible. We are thrilled to share A.P.C.’s ethos with the Middle Eastern market, and we look forward to opening more stores across the region in the near future.”

A.P.C.’s debut in Riyadh marks not just the opening of a store, but the arrival of a brand that understands the intersection of tradition and modernity, with its international reach already present in sartorially-central cities like Paris, New York, Tokyo, and London.