I Own a Fashion Brand in Paris—Here’s What You'll Discover in My Closet

      During my time in L.A. in May, I had recently completed a story with Charlie Hourston from Charlie Beads and had started following her on Instagram. I admire her style and the brands she highlights, so when she shared a post about Turn's exclusive shopping event at a private residence near Hancock Park, I was eager to learn more. The event featured jewelry by Santangelo, floral arrangements by Brittany Asch, and drinks from the renowned Hollywood restaurant Stir Crazy, all taking place in the home of actor, writer, and stylist Grace O'Neill Dougherty. The clothing collection immediately drew my attention, alongside the unique atmosphere that Turn had fostered. It turned out to be the final day of the pop-up, and I quickly sent an email in hopes of connecting with them before their departure. Later that week, I sat down with Clara Hofer-Maire, cofounder and artistic director, and Idris Arab-Tani, CEO and partner (formerly at Courrèges), at Sqirl in Silver Lake. Our two-hour conversation flew by and felt more like catching up with friends than an initial meeting, leaving me eager to arrange a more formal interview.

      Founded in 2022 by Hofer-Maire and Alix Darcy, Turn initially started as a vintage-only venture before unveiling its first ready-to-wear collection. Designed in limited quantities, the collection is now available online through select stockists and at Turn Salon, their appointment-only shop located at 3 Rue Chabanais in Paris. Below, you can read my conversation with Hofer-Maire about Turn, her personal style, Paris, and shopping.

      What was your background leading to Turn, and how did you develop an interest in fashion? I studied economics and politics, which isn't directly related to fashion, but I've always been intrigued by the industry and its business aspects, particularly how they intersect with politics. There's a substantial connection between how people present themselves and the brands they choose. My true passion for fashion ignited during my time studying in London, where I discovered the possibilities and influence of vintage clothing. Styling with vintage offers so much more freedom, allowing a diverse range of eras to be represented beyond the current trends of the year. It was a fun experiment as well, as I explored different charity shops and realized how much more you can do with vintage pieces—your purchasing power expands significantly.

      That’s how my connection with Alix formed, who I co-founded Turn with. We bonded over vintage markets in London, discussing aesthetics we loved while realizing we rarely talked about our studies or our actual roles in the city. I was involved in politics and worked as an assistant to a photographer, and I noticed that everything that intrigued me in those realms tied back to aesthetics and fashion—how people present themselves creatively. This realization brought Alix and me back together to launch Turn, starting with what we loved: going through people's closets and finding pieces they no longer wore, giving them a second life.

      As we progressed, we conducted numerous photoshoots for the website, at which point I found my calling in styling, expressing my vision through it. We began documenting our styling journey, developing the identity of Turn while hosting pop-ups. After a successful one in New York, Turn gained more seriousness in our approach, pushing me to clarify my vision for the brand.

      Are you originally from Paris? I was born in Budapest and moved to Paris when I was around 4 years old. Growing up between the two cities afforded me a perspective that is deeply appreciative of Paris, perhaps more so than someone who was born and raised there. This exposure has been a privilege, and being raised by a Hungarian mother, who has a different outlook on fashion and life in general, granted me unique insights that help me notice details that others might overlook.

      How would you compare the style in Paris to that in Budapest? In Hungary, there's a significant focus on nails, makeup, and hair. Fashion trends also evolve much more slowly there; it's not a fashion capital, although there are some talented designers. I often noticed that styles I saw in Paris magazines would appear years later in Hungarian publications. When I grew up in Hungary, presenting oneself beautifully was highly valued, often conforming to stereotypical femininity. In Paris, the major shift I noticed was that style transcends mere femininity; it relates more to one's perspective of self. I appreciate that in Paris, individuals can cultivate a style that isn’t solely defined by their physical attributes. There's a strong emphasis on personal expression over fitting into a specific body type.

      What are some of your favorite, less touristy spots in Paris? While everyone talks about the Saint-Ouen market, I've recently been visiting Porte de Vanves, where individuals gather to sell objects they cherish. I find it amusing since Saint-Ouen is structured by specific categories, whereas Porte de Vanves offers a more eclectic assortment based on personal sensibilities. There's something fascinating about discovering items without someone