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Printemps launches a virtual fashion collection, complete with cyber tailor

After creating its virtual store and competing a first NFT drop, all in the space of a few months, fashion department store Printemps continues what it calls “Its Web3 journey” with the launch of its virtual fashion brand on

In 1869, Printemps launched the first own brand for a department store: “Marie Blanche”, an exclusive fabric designed for tailoring. More than 150 years later, Printemps at the vanguard of digital consumer trends and Web3 by creating the first digital own brand for a department store.

In autumn 2022, “Digital Fashion by Printemps” is launching its first collection, “Magnetic Vibes”, available to browse and shop on Created by Republiqe, an expert digital fashion house, in close collaboration with Printemps’ digital teams, “Magnetic Vibes” is made up of a complete wardrobe of nearly 40 pieces of women’s, men’s and gender-neutral clothing – and, as a bonus, a coat for cats and dogs. 

Priced between €7 and €20, each piece is available on

“Digital fashion by Printemps”: a user’s guide

To ‘wear’ the pieces, Printemps says that the shopper simply chooses their item(s) on and adds them to their basket. At checkout, the shopper sends a photo of themself in their underwear, swimsuit or close-fitting clothes. The piece(s) are then adapted to the photo by a digital “tailor” and 72 hours after your purchase, you will receive a photo ready to post on social media.

On the strength of this first collection, Printemps is already preparing a wardrobe for the end-of-the- year festive season. A creative and imaginative online shopping experience: to be continued, says the company.

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