Behind the scenes of the fashion world at the Samaritaine

Selective retailing


The Samaritaine is celebrating the Paris fashion season by transforming the store into a gigantic design studio through May 17. From display windows to the heart of the store, all the different fashion métiers are featured in a great lineup of special events, plus an exhibition of work by renowned fashion photographer Erwin Blumenfeld.

The go-to hub for fashion and a true Parisian institution, the Samaritaine continues to delight visitors since reopening in June 2021. Display windows on rue du Pont-Neuf and rue de Rivoli recount the creative processes behind an array of fashion and luxury métiers and savoir-faire. Stylists, draping specialists, model makers, jewelers and more all invite visitors on a fun-filled inside look at the secrets of creativity. Inside the store, an immersive journey includes “Fashion is a Game”, an exhibition that celebrates one of the great fashion photographers, Erwin Blumenfeld. Photos by the avant-garde American artist, who died in 1969, are displayed in the heart of the department store, melding art and fashion. With striking staging that creates transparent effects and optical illusions, the playful installation pays tribute to the influential photographer.


Also featured is the Loulou concept store, which morphs into a couture workshop staffed by sales advisors decked out in white blouses emblazoned with “Atelier Mode” amidst Stockman mannequins and big sewing tables, backed by sketches on the walls.

The first floor of the Pont Neuf building welcomes visitors to the “Designer’s Office”, detailing the creative process of Guillaume Henri, Creative Director of Maison Patou, for his 2022 Spring-Summer collection. There is also a chance to discover tomorrow’s talents in a presentation of sketches by students from the ESMOD fashion school, plus a selection of top up-and-coming brands. On the third floor is “L’Atelier” a collaboration with the startup NONA Source that explores the volumes and structure of clothes crafted using exceptional materials sourced from LVMH Fashion Maisons. And the “Studio Samaritaine” lets fashion aficionados immortalize their visit by striking a pose for the cover of Paris’ hottest fashion magazine. This amazing celebration of luxury and fashion creativity spans a full schedule over the coming weeks of demonstrations of craft expertise, master classes and other unique events. The entire program is available on the Samaritaine website.


For an advance taste of the events, the Samaritaine has released an offbeat teaser film entitled “Atelier Mode” that follows a fashion designer’s busy day. To watch the film click here: