24 Sèvres: new luxury fashion online

24 Sèvres has launched. The brand new website for the French capital's best department store, Le Bon Marché, opened for online business in June to great fanfare. Styling itself as 'The Most Parisian Selection', it aims to bring French chic to a global audience. Visit 24sèvres.com immediately, before it closes. Just kidding – the clever name, based on the actual site of the department store on Rue de Sèvres, sounds a bit like 24/7 for a reason. You can buy whenever the mood hits.

Owned by LVMH, the luxury group behind Louis Vuitton, Céline, Dior and around 60 other subsidiaries, 24 Sèvres is a powerhouse with the ability to get hold of the most fantastic fashion.

Le Bon Marché, the Parisian answer to Harrods, was founded in 1838 and moved to its current location on the Left Bank in 1869. Gustave Eiffel's engineering company helped design the building, which once featured a reading room for waiting husbands. No need for that now with the online site – the store's most recent, most exciting innovation.

Check out what's in store: Le Bon Marché's beautiful Parisian premises

There are currently fewer brand online than in its bricks and mortar site in Paris, but with hundreds to choose from already, it's a great start.
A few of our favourites:

Jerome Dreyfuss: for 1970s-inspired, Bohemian bags. The Parisian is partner to Isabel Marant but his bag line is all his own.
Aalto: for forays into Finnish youth culture and a pair of standout white ankle boots.
Forte_Forte: the go-to Italian brand chosen by stockists such as Aimé.
A.P.C.: a long-time Culture Whisper favourite.

In a nod to the sports luxe that French brand Vetements brought into our consciousness in recent years, Sèvres also stocks Nike and Yeezy, Kanye West's line. The site has huge, interactive images of the clothing that you can zoom in on to see down to the tiniest stitch.

Gucci's angry cat cape in HD detail - one of a big range of Gucci products on the site

The 'Why we love it' section hits a chord with us, we love good writing, after all. A few paragraphs artfully unpick the beauty of every single piece. It makes the site – even with its 150 luxury fashion houses in stock and scores of under-the-radar brands – feel beautifully chosen and presented. Every piece is given its rightful spotlight.

To celebrate its launch, the site is selling an exclusive range of designs, all exciting collaborations between fashion designers or artists, as a capsule collection. Acne Studios partner with Chloé on an incredible shearling jacket and Yves Saloman is selling a £13,000 mink bomber. As Net-a-Porter has just withdrawn all fur products from its site this is definitely a statement.

The French have arrived.