Galeries Lafayette Champs-Elysées hosted MSFTSrep, Jaden Smith's brand
What: The department store ran a successful pop-up store in parallel with the Paris Fashion Week.
Why it is important: After a venture at Selfridges, this is the brand’s first foray into the French market.
Actor, rapper, activist, model and fashion designer, Jaden Smith is the son of the actor duo Will and Jada Pinkett Smith. He launched with his sister Willow Smith and brothers Moises and Mateo Arias a hybrid collective in March 2012, mixing the worlds of fashion and lifestyle.
The label currently has 16 resellers in Europe, including Mr Porter, the Swedish lifestyle platform Caliroots, the high-end Polish retailer Vitkac and the Luisa Via Roma network in Italy. Outside Europe, Jaden Smith's brand is also at Saks Fifth Avenue and the Webster, the Hypebeast e-commerce site in Hong Kong and Harrolds in Australia.