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Saint Germain Boulevard is a major street in Paris on the Left Bank (south side) of the Seine River. At its midpoint, the Boulevard Saint-Germain is traversed by the north-south Boulevard Saint-Michel. It was once where aristocracy, writers associated and settled around the areas. Saint-Germain has been associated with its nightlife, cafés and students, since 1930s. Today, whilst having lost a great deal of its cultural influence, the area still possesses several well-reputed publishers and bookstores, especially on rue Jacob. Around rue du Bac, find numerous modern designers and contemporary furniture stores; Knoll. The area around the rue de Rennes is now a fashion paradise.