During Milan and Paris Fashion Weeks, designers presented engaging pop-up events celebrating fashion culture, featuring sustainability themes and interactive experiences.
During Milan and Paris Fashion Weeks, French and Italian designers presented an array of novel and engaging pop-up events to celebrate fashion’s vibrant culture. These initiatives included product launches, interactive installations, and opportunities for consumer engagement, featuring themes ranging from sustainability to vintage fashion.
In Paris, the iconic sports brand Lacoste organized an innovative pop-up called Lacoste LightClub from February 28 to March 1. Hosted at Lafayette Anticipations, this event showcased light-themed artwork from various artists, including Tundra collective and Clara Daguin. Attendees were offered the chance to purchase exclusive footwear designs, such as the L003 Neo Shot in specially curated colors, and even had opportunities for shoe customization. The pop-up also held workshops, enhancing visitor engagement with the brand’s offerings.
Another notable Parisian event was hosted by Longchamp, which transformed the Opéra Garnier into an immersive pop-up garden. This installation featured a variety of herbs and vegetables, which served as inspiration for Longchamp’s Live Green collection. Visitors were encouraged to engage with the garden through hands-on experiences like composting and potting workshops. Additionally, they could craft herbal teas from freshly picked plants and take part in a photo booth experience while receiving complimentary seeds.
Maison Néo, a new pop-up fashion and well-being initiative led by Elena Feit and Charli Voute, set up shop from March 1 to 23 in Paris. The venue emphasized responsible and sustainable luxury, featuring designers specialized in vintage clothing and end-of-stock collections. Participants could also experience wellness treatments, including lymphatic drainage massages and facials. The launch event featured a unique atmosphere with a DJ set and a sound bath while mingling with fashion and art.
In the beauty industry, Lancôme celebrated the debut of its latest mascara with the Idôle House pop-up from February 6 to 9 in Paris. This vibrant space was designed to allow beauty enthusiasts to engage with the product directly by trying out the mascara or consulting a makeup artist. Fun elements included a dedicated photo booth with mascara-themed props and a themed café serving bright pink drinks and snacks.
Meanwhile, Milan’s fashion scene was highlighted by the luxury brand Modes, which launched a collaborative pop-up with The Archive, featuring collections from Phoebe Philo’s tenure at Céline. Running until mid-March, the exhibit showcased a curated selection of 150 highly sought-after items, including a distinctive feather dress and various coats displaying signature styles from past collections.
To mark its centenary, Italian fashion house FENDI transformed various newsstands and bookstores across Milan from February 24 to March 2. Book offerings included works highlighting FENDI’s iconic pieces and craftsmanship techniques, such as traditional leather and mosaic work.
Additionally, a collective called Bazaar Bizarre hosted a pop-up in Milan at Mini Spazio, from February 25 to March 2, featuring unique vintage and customized fashion pieces from labels like WHO AM I, A-Shell, and Saphiro Studio. The event included an engaging community atmosphere with opening drinks and workshops focused on the themes of customization and fashion restoration.
Lastly, Fashion Hub 2025, organized by the Camera Nazionale della Moda Italiana, featured a variety of events to highlight young designers and sustainable practices in fashion. This platform included live runway streams, collaborations emphasizing the promotion of Korean and Mongolian fashion, and discussions led by notable designers, including French designer Charles de Vilmorin, known for dressing high-profile guests.
The range of pop-up events in both cities served as a testament to the dynamic interaction between fashion, art, and consumer engagement during this season’s Fashion Weeks.
Source: Noah Wire Services
