Nuovo

Nuovo’s shop on rue de Turenne is the only physical outpost of what owner Lisa Lingenti calls a vintage brand, much like Nhỏgirl in Amsterdam. On Instagram, it has over 100,000 followers. In 2024, it changed the logo to a heavier sans serif, remodeled the space with custom steel rails and comfortable fitting rooms until it could pass for a designer boutique, and expanded its own collection. Its best-known piece is a yellow tee with velvet letters that say IF I AM LOST TAKE ME TO NUOVO.

Since the rebrand, much of how cool girls dress runs through Nuovo. A Chanel SS07 silver cropped jacket is paired on top of a Nuovo peplum halter, with jeans and rainbow Prada heeled sandals. A sleeveless beige, ruffle-trimmed Burberry top sits over Nuovo burgundy low-rise micro shorts. Its feed has pictures of Iris Law in a layered purple Polo Big Pony knit jumper, Devon Lee Carlson in its baby-blue Drapée dress, Addison Rae trying on a 2003 Plein Sud deep-V mini dress and bra set, and Billy Blanchard (Gérard Depardieu’s teenage grandson and internet obsession) twirling with five bags of purchases. Nuovo’s own pieces include color-blocked long sleeves, square-necked halters, slightly sheer high-necked mini wrap dresses and ruffled mini skirts. The photos, the styling and the pieces don’t look out of place next to brands like Gimaguas and Paloma Wool, which has a store down the street. A search of “Nuovo Paris” now returns an assortment of sponsored products: a purple high-neck wrap top (Princess Polly), a blue cowl-neck mini (Revolve), cotton gray-and-white capris (Scarlet & Sam).

The brand started when Lingenti, who was already reselling her finds from Vinted and Leboncoin, came across thousands of pieces of Plein Sud deadstock. At the time, few people her age knew the label, though its founder, Fayçal Amor, had helped John Galliano set up in Paris. Amor came in after seeing one of his dresses in Nuovo’s window. Vogue France credits Nuovo with helping grow the interest in vintage Plein Sud. The block now has two more stores with a Plein Sud collection, Predilection and Numero13.