By Lurell, Founder & Creative Director of Lurelly
There is something about Paris during fashion week that no one fully prepares you for. You know it will be beautiful. You know it will be busy.
What you don't quite anticipate is the way it consumes you — completely, joyfully, exhaustingly — and how even in the most hectic moments, you wouldn't trade a single one.
This season, Lurelly held its first official Parisian showroom. I want to walk you through it honestly, because the behind-the-scenes story is just as beautiful as the pieces hanging on the rail.
THE BEGINNING
It started, as it always does, with a collection. New designs, new silhouettes, new ideas taking shape in fabric and form. Once the pieces were ready, I photographed them with my team — that process alone is its own kind of beautiful & exhilarating labor, seeing the pieces come to life for the first time is a euphoric feeling. Then began the work of assembling everything for the showroom itself.
Long hours. Late nights. The kind of preparation that is invisible to everyone who walks through the door and sees only the beauty of the finished result. That invisibility is part of the work. And I've made peace with it.
THE SPACE
We held our first ever Parisian Showroom in the 1st arrondissement — one of the most storied neighborhoods in Paris, steps from La Seine. At sunset, the light through the windows was extraordinary. 
The balcony offered that quintessential Parisian view that feels almost too beautiful to be real, and it became the backdrop for some of the most special fitting photos we've ever taken for the brand.
It was the kind of space that makes you feel like Lurelly belongs here. Because it does.
THE REALITY OF FASHION WEEK
Here is what I want to say to anyone who romanticizes fashion week — and I say this as someone who loves it deeply: it is not quite as glamorous as it appears from the outside.
Yes, we sat in a stunning showroom surrounded by beautiful pieces every day. Yes, models came through straight from the Balmain and YSL runways — extraordinary women who wore Lurelly as friends of the house, which was a profound honor.
Yes, there were invitations and events and the electric energy that only Paris during fashion week can generate.
But there were also schedules that shifted constantly. Appointments that overlapped because of everyone's impossible availability.
Buyers rescheduling, then rescheduling again. The particular exhaustion of waking up after too few hours of sleep, putting your best self forward, and doing it all again the next day.
I'm not complaining. I want to be very clear about that. I'm giving you the honest, inside view — because I think you deserve to know what goes into the things you love, and because the difficulty of it makes the beauty of it mean more.
WHAT MADE IT WORTH EVERYTHING
The models. The pieces on real women, moving, living, glowing. The moment a client sees something they love. The sunset over La Seine from our balcony. The feeling, at the end of each long day, of knowing that what we are building is real.
Fashion is our dream. It is the thing that gives us joy even when it asks everything of us. And as exhausting as fashion week is, we cannot wait to do it again and again, until one day we are inviting you, our clients, to sit front row at a Lurelly runway show in Paris.
That day is coming.
With all my love,
Lurell of Lurelly
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