One hundred years ago, in 1923, before women even had the right to vote in France, Printemps organized the “Ideal Fashion Contest”. The purpose and rules of this unique poll, open exclusively to female customers, were outlined in an elegant pamphlet included with the Summer Catalogue: to take part, female customers were given the chance to fill out a form and drop it off in store or send it in by mail. Among the various daytime and evening dress models, the ones earning the most votes went on to form the ideal silhouette, including hairstyle, waist placement, shoes, and sleeves. In short, all the key components of the new fashion trends.
With this initiative, Printemps invited its female customers to choose the clothing they felt would best reveal all their elegance and, most importantly, align with the conditions of modern life. The operation was a huge success: 203,351 women answered the call. The results, published in the Winter Catalogue, revealed the evolution of feminine style, which took a decisive shift towards comfort in the 1920s: flowing fabrics, straight cuts and simple lines that conceal form, in following with the Art Deco aesthetic. Preferring lower waists, women began wearing shorter skirts to show off their legs and t-strap pumps with wide heels. Through this pioneering survey, Printemps brought together its female customers the as a community for the first time, while supporting and encouraging their vestiary and social emancipation.
On the same theme
The Printemps group announces the appointment of David Herrenschmidt as Chief Operations Officer.
Typology opens a corner at Printemps Haussmann!
Jean-Marc Bellaiche spoke at the World Retail Congress 2024, which inspires and brings together over 800 retail leaders every year, and whose theme this year was "High Performance in ...
In April, the 6 contributory projects developed by students at the Institut Français de la Mode as part of the IFM x Kering Sustainability Certificate were presented at the French ...
All the trends at your fingertips with Place des Tendances' new mobile application, enhanced with 100% AI services!
Some 50 top Printemps customers and influencers were invited to a vintage fashion show at Printemps Haussmann's "7ème Ciel".
As a trend-spotter and fashion trendsetter, Printemps is inaugurating a 187 m2 space dedicated to "Minimal Chic", which has been making its mark on collections for several seasons now.
A pioneer in the design circular economy, Made In Design presents its customers with its Second Hand offer.
Printemps Haussmann and Jean-Marc Bellaiche, President of the Printemps Group, were pleased to welcome Mr. Srettha Thavisin, Prime Minister of Thailand.
Printemps group posts for the second year running an exceptional professional equality index.
Printemps de Lille is helping to replace the curtains at the Villa Cavrois, an architectural masterpiece designed by Robert Mallet-Stevens.
Printemps receives the "Strongest Progress" award in KPMG France's Customer Experience Excellence 2023 barometer, which recognizes the excellence of Printemps' customer experience practices.
Congratulations to Dorine le Grelle, winner of the Jeunes Créateurs competition run by Made In Design !
Because the same object tells a completely different story depending on the environment in which it is displayed, Made In Design takes you on a journey into everything that design makes ...
As part of its commitment to a responsible approach to store design, Printemps is increasing the use of responsible materials to decorate its retail spaces with FabBRICK®.