Printemps Haussmann, Again: A Little Dream of Mine

We’re back at Printemps Haussmann Paris.
For the second time.
And honestly… I still can’t believe it.

When I was a fashion student, Printemps was my HQ.
I used to walk these floors with my friends, eyes wide open, dreaming with an empty wallet and a full heart.So being here today — not as a visitor, but with a two-month experiential pop-up carrying the stories of designers I love, feels surreal… in the best way.

This time, Apartment 7B found its place right opposite Louis Vuitton, with neighbors like The Row, Toteme, Marie Serre, Magda Butrym.

Seeing pieces from Qatar, Dubai, Pakistan, Saudi, Kuwait, Lebanon, Egypte, Morocco, Türkiye living in the middle of Paris, surrounded by the biggest names in the world… It made my heart beat the same way it did back then when I was just a student wandering these aisles.

But the best part?
Sharing the stories behind the pieces, the anecdotes, the cultural notes, the secrets of craftsmanship that many people never get the chance to hear.
Opening small windows into our regions, into our worlds, into our creative brilliance.

Because let’s be honest: the public still has a lot of clichés about the Middle East, North Africa, South Asia. People think we’re all glitter or gold or weddings or “exotic” silhouettes. It takes one conversation — one story — to show them that what we bring is:
craftsmanship, culture, precision, modernity, identity… and honestly, some of the most exciting design directions of today.

Every day at PRINTEMPS, I watched visitors stop, listen, ask questions.
Some were surprised.
Some were moved.
Some simply said, “We had no idea.”

And that’s exactly why I do this.
To create bridges.
To put our regions on the map, not as a trend, but as a creative force.
To show that behind every piece there is a world, a culture, a savoir-faire, a way of seeing beauty.

I’m proud of this pop-up.
Proud of the designers who trusted us.
Proud of my hometown for giving us this space.
And proud of the little girl who once walked these halls dreaming…
because she didn’t know she’d come back with a whole world of her own.

— Wassila