On Thursday, the upscale retailer plans to debut its “Unis vers le beau responsable” or “United toward the beautiful responsible” campaign at its Printemps Haussman location. The goal of the new collection and its launch effort is to bring together “a community of brands committed to giving meaning to your purchases,” while highlighting products that promote “people, ethics, nature and the circular economy and sustainability.”
“Our label ‘United towards the beautiful responsible’ illustrates the mission of Printemps as a trigger of emotions and encounters that inspire and transform you,” the company added on its website.
The Paris showcase, which will run through Oct. 31, will also feature the new sustainability-focused label. Participating brands have been assessed based on nine themes ranging from sustainable sourcing to innovation and inclusivity, with 22 criteria evaluated in total. The guidelines were conceptualized in collaboration with certified B Corp consultancy Imagin/Able, which helps brands improve their environmental and social practices while implementing innovative business models, products and services. A committee of experts will assess brands that wish to participate in Printemps’ new label, and each candidate must amass 30 out of 100 points to be considered.
“The world is changing, and it’s up to major actors like Printemps to be connectors and catalyzers of change,” the company wrote in a statement obtained by WWD. “Printemps has always taken hold of societal shifts to integrate them into its development and democratize them.”
French luxury label Chloé will take center stage at the Paris launch, the company noted on the project’s landing page. “Chloé is the first brand to set up in the Printemps atrium. At the heart of an exclusive installation, the committed brand unveils a collection designed from raw, natural or upcycled materials with low environmental impact,” it said.
Meanwhile, Gabriela Hearst’s fall 2021 collection for “Unis vers le beau responsible” will be displayed on vintage, locally produced furniture. The store worked with Atelier Laps, a French studio specializing in woodworking, to create a large installation made from recycled materials. Sept. 22 will see the unveiling of a whole floor at the Haussman store, which has been closed to the public for decades, devoted to promoting the circular economy with vintage goods and a secondhand program. Printemps is also gearing up to partner with French charity Emmaüs, which will collect used apparel and more at the company’s stores.