What: Printemps introduced the make-over of its private-label fashion line, which are part of the modernisation strategy deployed by the group in March.

Why it is important: As part of its rejuvenation efforts, Printemps has made progress in the field of sustainability, after launching the ‘Unis vers le beau responsable’ (Together for positive engagement) initiative a year ago. With this initiative, Saison 1865 favours GOTS-certified cotton, recycled polyester and lyocell (eucalyptus cellulose), and mostly relies on Europe-based sourcing.

The aim was to create a fully-fledged fashion brand featuring the main wardrobe essentials, with an excellent value for money, and a directional twist in terms of volumes and fabrics; to be transgenerational, appealing to everyone, and eventually able to function on its own.

Giving Saison 1865 an international dimension is another growth driver for the label. Online of course, but also in upcoming locations set to open in Doha, Qatar, by the end of this year, and in New York, in 2024.

Saison 1865’s launch is supported by a press campaign and online initiatives such as partnerships with influencers and short videos broadcast online every week.

Printemps revamps private label 

Printemps Saison 1865 - Store Pictures