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While celebrities watched models strut down catwalks during fashion week in Paris, dozens of people lined up in the rain to buy 40 euro cashmere sweaters at the newly opened Uniqlo store in the city’s Opera district.

Two days earlier, it was “impossible to get inside” the store, which is across the road from the Galeries Lafayette department store, Guillaume Terne, 24, said. “There has been so much talk about the brand that I simply couldn’t miss it.”

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