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Timberland is ready for its Ugg moment. The American work boot brand took to Paris men’s week this season to fulfil its fashion ambitions.

It began with Pharrell Williams’s Western-themed Louis Vuitton runway on Tuesday, where models sported monogrammed yellow Timberland boots, or even carried them in windowed monogram trunks that showed off the goods inside. On Wednesday, they were spotted at London-based cult designer Wales Bonner’s show, styled with tailoring, denim and varsity jackets. On Saturday, Tokyo-based outdoors label White Mountaineering presented souped-up Timberland hiking boots alongside its outerwear.

Timberland stomps the Paris runways to stage a fashion comeback

To accompany the appearances, Timberland also installed larger-than-life billboards, fly posters, retail windows and nighttime projections of slogan “Je T’imbs”, a subversion of the French phrase je t’aime (I love you). Timberland took over Paris café Recto Verso for two days, with co-branded cups and free biscuits. The brand also sponsored a Pdpool party, dressing performers Stéphane Ashpool, A$AP Nast, Kim Turnball and Ciesay in yellow “Timbs” for the occasion.

The brand was keen to work with a range of designers, each with unique aesthetics and audiences. Vice president and CMO Maisie Willoughby says planning for the Je T’imbs activation and the collaborations has been underway for months, with an intense crunch time from four weeks before the event. The aim? To reinvigorate the label, and show new generations how to incorporate it across different lifestyles.

“The Timberland yellow boots have always been a fashion icon. These [activations] are about creating energy in the streets, tapping into hyper-local culture and celebrating that, while also being at the centre of the fashion conversation,” says Willoughby, who joined in 2023 from Alexander Wang, where she ​​led its rebranding effort (post-scandal). “The objective was to create as much noise as possible and what better place to do that than Paris Fashion Week.”

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