In 2024, with 166 years of history behind it, Boucheron now bridges the Atlantic to begin a whole new chapter of its story, through the opening of its first boutique in New York on the famed Madison Avenue. The past decade saw CEO Hélène Poulit-Duquesne focus on establishing the Maison in Asia - especially in China - but now Boucheron is moving into the United States and deepening its long-standing ties to the country.

Boucheron marked this milestone occasion with a New York Fashion Week party on September 10th at the Cooper Hewitt, Smithsonian Design Museum. The evening unveiled the immersive experience, “From Paris to New York: A Cutting-Edge Journey Since 1858,” a multi-day installation that showcased the Maison's key pillars: Couture, Innovation, Style and French art-de-vivre.

Gwyneth Paltrow, Colman Domingo, Hailee Steinfeld, Cole Sprouse & Ari Fournier, brand ambassadors MINA and Alexa Chung, and the face of the Maison Anja Rubik, joined for the celebration wearing creations from Boucheron. The milestone occasion also included a special performance by Grammy award-winning artist Leon Bridges and music from DJ Philou.

Images courtesy of Optimist Consulting