NIGHT AT THE DEPARTMENT STORE: French department store Printemps has enlisted three diverse partners for its dream-themed holiday windows: Jimmy Choo, David Yurman and Bonpoint. The displays at its Boulevard Haussmann flagship in Paris will be unveiled in November by a celebrity chosen in partnership with Jimmy Choo.
The brands will help Printemps create the sets and puppets for its 11 holiday windows. The storyline involves two children that sneak into the department store at night and discover a series of fantasy scenes.
Dolls depicting Sybil and David Yurman as a painter and sculptor, respectively, will lead the Magic Stones band, whose members include a squirrel, an owl, a rabbit and a fox. Jimmy Choo’s puppets, dubbed Choochoogirls, wear high-fashion looks inspired by influencers like Kendall Jenner and Lottie Moss.
Bonpoint’s heroine, Cerise, is made by German doll-making workshop Käthe Kruse using organic fabrics and wears miniature replicas of Bonpoint’s children’s clothes.
Store animations are to include a David Yurman pop-up store, selling jewelry including the New York-based brand’s Cable bracelet. Bonpoint will take over the atrium with a space featuring products designed exclusively for the store, including an Advent calendar, dolls, stationery and candles.
This year’s offer of exclusive holiday-themed products ranges from Christmas-tree decorations made of cork that retail for 3.50 euros, or $3.90 at current exchange rates, to a Keim bicycle with a carved white ash wood frame costing 37,400 euros, or $41,815.
Fashion items include Jimmy Choo’s crystal-encrusted Avril stilettos, priced at 3,495 euros, or $3,900 at current exchange; a flapper-style Roberto Cavalli dress retailing for 1,250 euros, or $1,400; and an embroidered blue Gucci handbag costing 2,490 euros, or $2,785.
Last year, Printemps broke with its recent tradition of partnering with a single luxury brand by enlisting six major names for the holiday campaign: Lancôme, Longines, Burberry, Christian Louboutin, Sonia Rykiel and Evian. The windows were inaugurated by Kate Winslet, a brand ambassador for both Lancôme and Longines.