From May 8 to June 7, the sidewalk of BHV rue de Rivoli will offer a new face. A field of flax, previously cultivated in Normandy by the Depestele group, will be deployed there. While the neighboring windows of the department store will be dedicated to branded linen products, also grouped together on pop-ups.
Two spaces dedicated to linen will thus be installed on the 1st and 4th floors of the BHV. Creations by Inès de la Fressange, Anders Arens, De Bonne Facture, Dou Bochi Eric Bergère or Zyga will be showcased in fashion and accessories. On the lifestyle side, the Embrin Normandie, Harmony, Libeco and Maison Margaret brands will also be represented.
This is not the first time that the European Confederation of Flax and Hemp has invited a field of flax to Paris. In 2013, a field had thus emerged at Place du Palais Royal, followed by another Place des Vosges in 2016. Systems intended to present flax, its culture, its transformations and its multiple outlets to the general public.
This device comes a few weeks after the CELC, which brings together some 10,000 European companies in the European flax industry, formalized its project for an online sourcing platform dedicated to flax. A BtoB device intended to facilitate exchanges between brands and spinners, weavers and specialized knitters.
Almost 80% of the flax produced worldwide comes from France, Belgium and the Netherlands. Thanks to the responsible nature of its material, the CELC recently integrated the “Product Environmental Footprint Category Rule Apparel & Footwear”, a body tasked by the European Commission to establish by 2022 a unique methodology for assessing the sustainability of products. In France, the sector had in July received the media support of some 80 deputies and the Minister of Agriculture.
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