Burberry has become the latest brand to collaborate with Printemps as part of the Paris department store’s summer “London Mania” initiative.
Printemps will be taking on an English accent and Burberry, known for its iconic trenchcoat, will lead the way.
The British label has contributed five windows of spring fashion to the campaign and has also created a limited-edition collection of 56 products for men and women, to be sold exclusively at the store on Boulevard Haussmann in Paris.
Printemps’ London Mania promotion is a sprawling Burberry pop-up shop influenced by “the energy and excitement of live music” and includes denim, leather jackets and studded accessories.
To coincide with the partnership, Burberry will also be bringing its “Art of the Trench” celebration to the French capital for the first time.
The move will see more than 50 French influential people in the worlds of fashion, art and music photographed wearing classic trench coat designs in various locations around Paris.
Customers will have the chance to be photographed for the initiative when the images are projected within the Printemps store.
From September, pop-up shops for Adidas by Stella McCartney, Mulberry and Cambridge Satchel will intensify the theme, along with Vanessa Bruno totes and Dr Martens boots imprinted with the Union Jack.
Printemps will also be working with the British Fashion Council to sell sweatshirts by nine designers during London Fashion Week. The limited-edition tops by brands including Topman, Meadham Kirchhoff and Peter Pilotto will retail for €65 (£56).
The Burberry Loves Printemps initiative runs until 22 October and will be celebrated with an in-store event on September 4.