French and Italian designers and fashion brands hosted a range of innovative and exciting pop-ups to celebrate Fashion Week.

We found brands using pop-ups to launch new ranges and products, such as mascara, footwear and clothing, using light installations, fun photo booths and even a vegetable garden, to showcase their products.

Vintage and archival items were also a theme, with many new and emerging brands and designers displaying their talent in curating collections or updating clothing with paints and customisation.

Finally, one luxury designer launched books to celebrate their longevity in the industry.

For inspiration, take a look at the best pop-ups at Milan and Paris Fashion Week.

Lacoste, Paris

From 28 February to 1 March, iconic sports brand Lacoste held a light-themed pop-up to celebrate the launch of a new range of footwear.

Called Lacoste LightClub, the pop-up was located at Lafayette Anticipations, with an exhibition of artworks from artists who work with light. This included the Tundra collective and Clara Daguin and Olivier Ratsi, amongst others.

Customers at the pop-up were able to purchase the L003 Neo Shot in an exclusive colour range, as well as get other shoes customised. Additionally, there were a variety of events, such as workshops, for visitors to attend.

Image credit – Longchamp

Longchamp, Paris

As part of its Fashion Week takeover of the Opéra Garnier building, fashion brand Longchamp opened a pop-up garden.

The garden offered a range of herbs and vegetables, including the ones that were the inspiration for Longchamp’s Live Green collection. The vegetable boxes were built on some stairs, so that visitors could walk up and immerse themselves in the garden. There were also other garden touches, such as a wicker trug and wheelbarrow of collected vegetables.

Those visiting the space were also able to attend workshops and get advice on compost and potting, as well as pick a variety of plants to create a herbal tea that they could take with them. Visitors could have their photo taken in a booth, and get a free gift of seeds.

Image credit – Maison Néo

Maison Néo, Paris

A new pop-up from fashion branding and couture experts Elena Feit and Charli Voute is open from 1-23 March.

Maison Néo is a premium fashion and wellbeing brand dedicated to responsible and sustainable luxury. The space includes a range of designers who specialise in vintage clothing and end-of-stock ranges, such as Welcome To The Love Club, Spaghetti Archives and Riches Abode. There are also beauty treatments available such as lymphatic drainage massages and facials from Manel. Finally, there is an area of the pop-up dedicated to objets d’art with a café.

The launch included a DJ set called Neo Frequencies, a “sound bath” with breakfast, and a party with fashion label Theunissen.

Image credit – Lancôme

Idôle House, Paris

To celebrate the launch of its new mascara, beauty brand Lancôme held a pop-up from 6-9 February.

The pop-up, called Idôle House after the Idôle range of mascara, was a bright pink space to try out Lancôme products.

Beauty enthusiasts could use a Snapchat screen to test out the mascara and then either test the mascara themselves, or visit the lash bar to get it expertly applied by makeup artists. Customers could then get their mascara personalised at the shop, and receive a gift bag of Lancôme goodies.

Other fun touches included a photo booth with giant mascara wands to use as photo props, a locker to experience the scent of a new Idôle fragrance, and a café with bright pink Lancôme cans of drink and popcorn.

Image credit – Modes

Modes x The Archive Pop-up, Milan

Over in Milan, luxury fashion brand Modes hosted a pop-up until mid-March with The Archive.

The Archive is a collection dedicated to items created by Phoebe Philo when she was at fashion house Céline. The items, known as Old Céline, are highly coveted and collectible, and it marks the first physical space for The Archive.

The pop-up consisted of a curation of 150 products, including rare items such as an organza feather dress from the Summer 2018 collection, a coat from Spring 2014, and a cashmere dress from Winter 2013.

FENDI, Milan

To celebrate its centenary, the luxury Italian fashion house FENDI transformed newsstands and bookstores throughout Milan.

From 24 February to 2 March, Milan shoppers could find FENDI books at a range of locations, such as the ADI Museum Bookshop, Hoepli and Edicola Largo Treves. 

The books celebrated iconic FENDI designs, such as the Baguette bag in the book FENDI Hand in Hand, which showcased a range of traditional techniques from Italian crafters, such as mosaics and leather. Another book, called Peekaboo-K, was dedicated to the Peekaboo bag, and included photographs from the FENDI archives.

Image credit – Bazaar Bizarre

Bazaar Bizarre, Milan

Fashion brands WHO AM I, A-Shell and Saphiro Studio hosted a pop-up, Bazaar Bizarre

Located at Mini Spazio, an art and design space in Milan, the pop-up was open from 25 February to 2 March. Dedicated to eclectic clothing, including vintage and customised items, the pop-up included opening drinks and a workshop on customisation and repair.

Items offered by Saphiro Studio included curated vintage pieces that have been refreshed and restored by the brand. For upcycled and experimental fashion, WHO AM I uses fabric scraps and old ropes to create new items. Finally, A-Shell is a brand that offers vintage items embellished with hand-painted details.

Fashion Hub 2025, Milan

Finally, Milan Fashion Week was also host to Fashion Hub, from Camera Nazionale della Moda Italiana.

The hub hosted a range of activities and events, such as live streams of runways and spotlighting young designers. These events included Designers for the Planet, a collection of sustainable fashion brands, such as Lucia Chain, Cascinelli and Tolo, chosen by a panel. Ensemble: Voices of Seoul is a collaboration with the government of Seoul to promote Korean fashion and designers. Another collaboration is the GoMongolia project which showcased sustainable Mongolian cashmere brands.

Finally, visitors could attend a talk from French designer Charles de Vilmorin, who created costumes at the 2024 Paris Olympics and has dressed celebrities like Lady Gaga.