The coats aren’t loud or immediately recognizable. But the women wearing them are. That’s the appeal of a piece from Nour Hammour.
When Nour Hammour and Erin Webb launched the now cult-favorite French outerwear brand in 2013, they did so quietly: by appointment only, largely through at-home fittings at Hammour’s family home in Paris, and then at intimate pop-ups in friends’ homes around the world. There were no splashy campaigns or celebrity-seeded launches. Instead, the brand grew slowly and organically—one relationship, one coat, one returning client at a time.
That evolution now finds a physical expression in the brand’s new showroom, designed by Deselle Partners and Camille Vergnes, just off the Champs-Élysées, which opens ahead of the fall 2026 shows at Paris Fashion Week. Rather than a traditional retail store, the space is conceived as an extension of the brand’s original ethos—an intimate, home salon-style environment centered on presence and personal connection.
“Our previous showroom was a private residence, and it was beautiful to bring clients into our world in that way,” explains Hammour. “We tried to keep the same spirit, where it feels like you are in our home, but with a stronger architectural intention. This space gives our client a better understanding of our world, letting them relax into the moment of their visit. It carries the intimacy of before, but reflects who we are today.”
From the beginning, the founders understood something fundamental: a coat is never an impulse purchase. It’s the piece you reach for year after year—that often outlives trends, and sometimes even gets passed down through generations. Nour Hammour built its reputation on that emotional weight, designing pieces to accompany women through entire chapters of their lives, with the belief that your outerwear should be treated with real reverence.
Today, the brand’s devoted clients include celebrities like Kendall Jenner, Vittoria Ceretti, and Dua Lipa. The offering spans a range of styles that correspond to the many roles women inhabit throughout their lives: edgy, subversive pieces; sleek, tailored essentials; and opulent, statement-making coats that evoke old-world glamour, which they tongue-in-cheek call “the matriarch category.” The founders intentionally design the collections to reflect these multiple facets, ensuring that every woman sees herself represented.
The experience at the new showroom on Rue Pierre Charron begins in a narrow Haussmannian foyer, where coats and accessories line the walls, draped over racks and resting atop gilded neoclassical consoles.
Beyond the main doorway, the grand living room unfolds. A vintage Maison Jansen sofa upholstered in dark grey silk velvet anchors the room beneath a tasseled Fortuny silk chandelier, while black damask chauffeuse chairs punctuate the space. Subtle Middle Eastern references—a nod to Hammour’s Lebanese heritage—echo the intimacy of the brand’s original showroom in her family home.
“[This space] is a continuation of the world we’ve built; the first showroom carried us for 10 years,” adds Webb. “This new space mirrors how we’ve grown while maintaining the closeness that started it all.”
The brand’s sense of intimacy isn’t merely aesthetic—it shapes the way clients move through the space. Off to the side of the living room, visitors glide into a more secluded boudoir beneath a Josef Hoffmann crystal chandelier that casts a softer, more relaxed glow. It’s here that the ritual of trying on begins.
Appointments are carefully curated: pieces are pre-selected based on client preferences, displayed on a custom rack in the room.The showroom features an iron and gold leaf luggage trolley designed to encourage exploration and play. Women are encouraged to visit with friends, making shopping a social experience. This approach was inspired by Hammour’s time at Elie Saab, where dress fittings could extend over multiple appointments. That same sense of detail, care, and intimacy now defines the client experience at Nour Hammour, creating a personalized environment where every visit feels intentional.
“The intimate atmosphere of the showroom allows us to connect directly with our clients, just as we did before,” says Hammour. “We’ve always believed that choosing an outerwear piece should feel ceremonial—it’s a significant decision, shaping how you present yourself to the world. So we’ve maintained that level of care and personalized service, even though we no longer operate on a made-to-order basis. Those values are still at our core.”
The showroom’s opening reflects the brand’s organic growth—achieved without outside investment, aggressive marketing, or a rush to secure prime retail locations. Through this personal approach, Hammour and Webb have developed a deep understanding of the woman they design for: someone who moves through life with a signature ease and freedom that draws others in. “She isn’t loud, but she has a strong presence—she’s a woman you want to know more about,” Hammour adds. And often, the first question she’s asked is: “Where did you get that coat?”
Frequently Asked Questions
Of course Here is a list of FAQs about At Nour Hammours new Paris showroom designed to be helpful for both new and existing clients
General Information
Q Where is the new At Nour Hammour Paris showroom located
A It is located at 24 Avenue Montaigne in the heart of Pariss prestigious Golden Triangle known for luxury fashion
Q What are the opening hours
A The showroom is open Monday to Saturday from 1000 AM to 700 PM We recommend checking our official website or social media for any holiday closures or special events
Q Do I need an appointment to visit
A While walkins are welcome we highly recommend booking an appointment to ensure you receive dedicated personalized attention from our style advisors
Q Is this a store or a showroom
A It is a private showroom This means its designed as an intimate appointmentbased space to experience the collections in detail rather than a traditional open retail store
The Experience Services
Q What makes this showroom different from other luxury boutiques
A Every detail is curated to reflect the brands DNA of architectural sensuality Its an immersive environment focusing on materiality light and texture offering a highly personal and consultative shopping experience away from the crowds
Q What services do you offer in the showroom
A We offer personalized styling consultations access to the full current and archival collections madetomeasure services and expert advice on fabric fit and styling
Q Can I see or order pieces that arent on display
A Absolutely Our advisors have access to the complete collection lookbooks and can arrange for specific pieces to be brought to the showroom for you or ordered directly
Q Is there a dress code to visit
A There is no formal dress code We welcome all guests who appreciate the art of fashion Come as you are and we will tailor the experience to you
Products Purchases
Q Will I find the entire At Nour Hammour collection here
A Yes the showroom carries the complete womens readytowear and accessories collections It is the definitive destination to experience the brand in Paris