Brands rely on originality to get noticed

Avant-garde pop-ups, immersive presentations, on-trend after-shows… Every season, Paris Fashion Week, the unmissable fashion event in the capital, is an opportunity for numerous French and international brands to speak out, sometimes in unusual ways, to unite their community and attract the attention of the press, buyers and trendsetters from around the world. These are just a few examples of the original ways in which brands speak out during Women's Fashion Week, which kicked off on Monday 23 September with 66 shows on the official programme.

Paul & Joe invites you to a French-style tea time

After having conceived a refined ballet session and a bucolic musical event last season, the Parisian fashion brand Paul & Joe is now organising a gourmet tea party combining the arts and the pleasures of the table.

To present its new spring/summer 2025 women’s collection and a capsule collection, Paul & Joe is putting a French spin on a British everyday classic. Accustomed to intimate and unconventional presentations, the brand is announcing an invitation-only tea hour on the afternoon of September 26 in its historic showroom at 14 rue des Commines in the 3rd arrondissement of Paris, where it has been established for almost thirty years. As for the decor, the brand is betting on the atmosphere of a typical Parisian brasserie terrace, like the Café de Flore. And for the occasion, founder Sophie Méchaly called on singer and fashion influencer Hélène in Paris, known for her exuberant looks.

Kujten and Dr. Woo's “spicy” evening

This Thursday, September 26, edgy cashmere label Kujten will unveil its new vintage-inspired collaboration with tattoo artist to the stars, Dr Woo, at a lively party.

This is the first appearance at Fashion Week for this iconic brand of accessible French luxury, which is actively working to raise awareness of its brand both in France and internationally. Parisian label Kujten invites its community to its flagship store at 47 rue Pierre-Charron (8th arrondissement). The programme for this underground evening includes a preview of the unisex capsule designed with the Californian artist, cocktails and petit fours, and a competition to win an exclusive tattoo created by Dr. Woo himself.

Avnier celebrates Halloween early

For the launch of its autumn-winter 2024 collection, inspired by horror films from the 1980s and 1990s, the Avnier brand is organising “a week of terror in Paris”.

This autumn, the brand, which is celebrating its 10th anniversary, is accompanying its new collection with a bloody week. From 25 to 29 September, the fashion label co-founded by artist Orelsan (aka Aurélien Cotentin) and designer Sébastian Strappazzon, winner of the FFPAPF Talents programme, is organising free screenings of several cult horror films at the Brady. The choice of location is no coincidence, as this Parisian cinema, located at 39 Boulevard de Strasbourg (10th arrondissement), popularised the fantasy, horror and science fiction genres in France in the 1960s.

Golden Goose makes Montmartre dance

Italian fashion brand Golden Goose, known for its creative destroyed-effect sneakers, is announcing an invitation-only fashion party in the French capital on Monday, September 30.

We head to the Elysée Montmartre, a venue located at 72 Boulevard Marguerite-de-Rochechouart in the 18th arrondissement of Paris. The Venetian label Golden Goose transforms this legendary venue on the slopes of Montmartre into a giant electronic music club for the evening, with a line-up of electronic music stars including the French duo The Blaze, Boombass (from Cassius) and Belgian DJ Nathalie Duchene. A series of high-profile artistic performances to present its new ready-to-wear collection.

Bernadette from Antwerp takes a culinary break

Coinciding with Paris Fashion Week, Belgian fashion label Bernadette, run from Antwerp by Charlotte de Geyter and her daughter Bernadette, is opening two pop-up cafés in the heart of the capital.

At 47 rue Cler (7th arrondissement) and 24 rue du Quatre-Septembre (2nd arrondissement) are the “Bernadette cafés,” flowery spots with a preppy, slightly offbeat vibe that are open to the public from September 24 to October 2. In these cozy sanctuaries in the heart of Paris Fashion Week, Bernadette offers freshly roasted coffee, teas (including matcha) and pastries created by Estonian artist Monika Varšavskaja. As if on cue, the Belgian brand has decorated the space in its image and likeness with the star products of its lifestyle line, such as the soft linen cushions with the Red Blossom print, retro tablecloths with floral motifs and handmade ceramics and glassware.

FabriX dives into the era of digital fashion

For the second time during Paris Fashion Week, the FabriX event returns to the capital, offering a unique and immersive Digital Fashion Roadshow experience to discover the fashion of the future.

From 25 September to 1 October, the Sphère showroom will be open to visitors at the Palais de Tokyo (13, avenue du Président-Wilson, 16th arrondissement). This experiment in digital fashion of the future, supported by the Fédération de la Haute Couture et de la Mode (FHCM), will allow visitors to try on the designers’ creations in augmented reality: a way of experiencing the new way of consuming fashion through this virtual showcase. The programme includes avant-garde designs designed by a select group of six French and international talents: Wilsonkaki, Ponder.er, Florentina Leitner, Paolina Russo, Bianca Saunders and Charles de Vilmorin.

Andrea Albrizio organizes a gigantic treasure hunt

Combining the worlds of fashion and gaming, young designer Andrea Albrizio, head of the ultra-connected brand Arntreal, has announced a treasure hunt in the capital on Saturday 28 September.

To promote his fashion brand, which is passionate about augmented reality and new technologies and was founded last winter, the 21-year-old designer (an alumnus of the IFM arts degree programme and winner of the Prix de l'Entrepreneuriat AMI X IFM 2024) has created an original immersive experience that combines the physical and the digital. On the programme: a pop-up at La Caserne (in the 10th arrondissement), where a few pieces will be exhibited in limited quantities, a first online launch of pieces and a treasure hunt, accessible only by registration. What's at stake? Participants who recover 25 objects scattered around Paris will be eligible to win €5,000 and a voucher for €5,000 worth of clothing to treat themselves to his streetwear collection entitled “Echoes of Surrealism”.