Esprit travels to Paris and promotes higher positioning of the brand through a pop-up in Printemps.
To pay homage to 1980s art, the Hong Kong-listed clothing retailer has opened a pop-up at Paris luxury department store Printemps, Esprit announced last week. Under the motto ‘A Night at the Museum’, the brand presents its spring 2024 collection as well as a capsule designed for the occasion.
Just in time for Paris Fashion Week at the end of February, the Atrium Haussmann, the focal point of Printemps on the first floor of the women’s department, offers a temporary space for the brand’s creations. In the style of a pop art exhibition, inspired by the art and design of the 1980s, the taboos of a conventional museum visit are intended to be broken: exhibits can be touched here.
The pieces of the specially developed capsule, which consists of hoodies, sweatshirts, T-shirts and shopping bags in pastel tones, are displayed among the works of art. The spring collection also includes a new interpretation of the brand’s diamond pattern: parkas can be combined with geometrically patterned dresses and skirts, while denim pieces with a retro look complement colorful shirts. Sporty accessories such as beanies, baseball caps and bags with a logo and drawstring complete the collection.
There will be a number of events during the pop-up on Boulevard Haussmann in Paris, which will be open until April. Prices for the capsule collection are around 130 euros for a hoodie, 120 euros for a sweatshirt, 60 euros for a T-shirt and 50 euros for the shopper.
New strategy
Striving for higher brand positioning is part of Esprit CEO William Pak’s new marketing strategy. After a major restructuring over the past three years, the company announced in July comprehensive relaunch at. As part of this strategy, Amsterdam was chosen as the European headquarters.
One Collaboration with streetwear label and magazine Highsnobiety followed last fall with the launch of ‘Fundom’, the brand’s platform for a creative community. The European market was to be further developed with a tour through six cities, which kicked off in the store on Amsterdam’s Kalverstraat.
Presence in Copenhagen
Esprit was also there Copenhagen Fashion Week last week and presented the latest edition of its ‘Fundom’ event series: in collaboration with the Danish capital-based designers Louise Cehofsk, who specializes in jewelry design, and Nadia Wire, who is dedicated to producing sustainable knitwear the brand’s ‘Logo Chunky Knit’ has been reinterpreted. At the start, the company also announced that it would be a sponsor of Copenhagen Fashion Week.