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 two appointments to its Executive Committee: Laëtitia HENRY, Chief Officer of Printemps Haussmann, and Mélanie TURPIN, Chief Human Ressources Officer
Printemps wins the Preferred Customer Experience Trophy in the Department Store category!
Printemps opens its first store in New York, USA, in the presence of Anna Wintour and Jean-Marc Bellaiche.
The Group continues to post a top indicator for individual raises and promotions, including for employees returning from maternity leave.
Le groupe Printemps annonce la nomination au sein de son Comité de Direction de Maud BARRIONUEVO, Chief Merchandising Officer.
Made In Design has joined forces with MGallery Hotel Collection (Accor Group) to reinvent the hotel business and offer a unique customer experience.
To mark its 160th anniversary, Printemps is inaugurating the “Primavera, l'Art à la Mode” exhibition in the heart of the Printemps Haussmann Atrium.
Printemps Haussmann partners with Beamble, an app that reinvents the shopping experience.
Every year, Printemps stores donate their Christmas decorations to various care facilities.
The Printemps Group signs the Parenthood Charter of the Observatoire de la Qualité de Vie au Travail.
Printemps Haussmann was delighted to welcome Madame Marina Ferrari, French Minister Delegate for the Tourism Economy.
A revolution in retail: Printemps adopts cryptocurrency payments!
Printemps inaugurates the Christmas windows of its iconic Paris department store on boulevard Haussmann in the presence of Oscar-winning actress Juliette Binoche, accompanied by ...
Le Printemps has teamed up with the prestigious hotel The Maybourne Riviera to offer a unique experience to its VIC (Very Important Customers) clients.