PARIS HEARTS FASHION: The City of Light is upping its fashion ante for the upcoming ready-to-wear season.

Paris Mayor Anne Hidalgo has been a major backer of the fashion sector since taking the post in March 2014 and now her support will be more visible across the city. Posters with the slogan “La Mode Aime Paris” (or “Fashion Loves Paris”) are to be displayed throughout the French capital starting later this month.

This story first appeared in the September 14, 2015 issue of WWD. Subscribe Today.

The campaign, lensed by photographer Philippe Jarrigeon, a finalist of the Hyères International Festival of Fashion and Photography in 2008, features a black dress with a clover print from Parisian designer Vanessa Seward’s debut collection for fall 2015.

Styled by Azza Yousif, the image set on the Champ de Mars with the Eiffel Tower in the background also features vintage shoes and French hosiery.

“Fashion will always be at home in the city where it was born. It’s in Paris that the history of fashion will continue to be written,” Hidalgo told WWD.

Among other initiatives she has planned for the upcoming show season, which runs from Sept. 29 to Oct. 7, is that the Eiffel Tower will be illuminated nightly with the words “La Mode Aime Paris.”

On Oct. 6, Hildalgo will welcome designers, buyers and the press to an evening reception cohosted with Ralph Toledano, president of the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, and Bruno Pavlovsky, president of the Chambre Syndicale du Prêt à Porter des Couturiers et des Créateurs de Mode.

Earlier this year, Hidalgo revealed that the city would invest up to 60 million euros, or $67 million at current exchange, in the fashion industry.

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