Burberry takes over Paris department store Printemps today, as part of the store’s summer “London Mania” initiative. The British brand has also created a limited edition Burberry Loves Printemps collection, to be sold exclusively at the store on Boulevard Haussmann.
A Burberry pop-up space opens this morning, alongside accompanying displays in the windows and atrium – taking inspiration from the classic trench coat, the London skyline and the good old British weather. The pop-up shop will feature pieces for both men and women, influenced by “the energy and excitement of live music” – including denim, leather jackets and studded accessories.
To coincide with the partnership, the British brand will also bring its Art of the Trench celebration to Paris for the first time – which sees more than 50 French “influencers” from the worlds of fashion, art, cinema and music photographed wearing classic trench coats in various locations around the French capital. The imagery will be projected within the Printemps store, and customers will also have the chance to be photographed for the initiative.
The Burberry Loves Printemps initiative runs from August 22nd until October 20th, and will be celebrated with an in-store event on September 4th.