MARC CAIN TAKES OVER PARIS CAFÉ AND 150 KIOSKS DURING PARIS FASHION WEEK

PERLA --German womenswear brand Marc Cain has launched a café collaboration and an out-of-home campaign in Paris to coincide with Paris Fashion Week. The company describes the activation as a targeted push to raise brand awareness and reach in the French market.

The campaign follows a similar move in the UK, where Marc Cain put its branding on 100 taxis in London, Manchester and Birmingham in September.

A pink café near Galeries Lafayette
For the collaboration, which started at the end of September, Marc Cain has partnered with 48 Collagen, a Parisian café that combines fashion, beauty and wellness and sits a few minutes' walk from Galeries Lafayette.

The café's interior has been redesigned around the theme 'Knitted with love', with pink tones, heart-shaped elements and metallic details. Mannequins in the window display changing key looks from Marc Cain's current knitwear collection, 'Eternal Wanderer', while the branding extends to parasols, coffee cups and napkins.

To extend the campaign online, Marc Cain has planned on-site content with influencers including Leonie Hanne, Ani Margarian, Marianna Patic and the Guesstwins, Sabrina and Sarah. Visitors can also enter a competition to win a Marc Cain outfit.

Posters across central Paris
Alongside the café, the brand is running an out-of-home campaign at 150 kiosks in central Paris, where large-format posters show the 'Eternal Wanderer' knitwear collection.