June 17, 2024

How Timberland Is Taking Over Paris Fashion Week: Louis Vuitton Collaboration, ‘Je T’imbs’ Campaign and More

Timberland has landed in Paris. The footwear and apparel brand is organizing different activations throughout Paris Fashion Week, which started on Tuesday and will run through Jan. 21.

The first highlight moment for Timberland happened during Louis Vuitton’s menswear fall 2024 show on Tuesday at the Jardin d’Acclimatation. The collection presented by the French house’s creative director Pharell Williams introduced a collaboration with Timberland that reinterprets American work boots.

louis vuitton, timberland, paris, paris fahsion week.
A model wearing Timberland boots at Louis Vuitton’s menswear fall 2024 show in Paris. Corbis via Getty Images

During Paris Fashion Week, Timberland will also pay tribute to the French capital with different billboards, fly posters, retail windows and nighttime projections — all filled with Timberland’s wheat color and the phrase Je T’imbs, which nods to the French phrase “je t’aime” (“I love you”).

On Wednesday and Thursday, Timberland will take over the Parisian coffee haunt Recto Verso, which is owned by chef Bruno Léger. The brand will provide an Americana makeover to the space, as well as offer co-branded coffee cups and complimentary Recto Verso biscoitos.

On Thursday night, Timberland will close its Paris season with the PdPool after-party, which will feature performances from Stephane Ashpool, ASAP Nast, Kim Turnball and Ciesay

“On the heels of our 50th anniversary, I cannot think of a more exciting way to kick off the new year and keep the momentum behind our yellow boot going,” said Maisie Willoughby, chief marketing officer for Timberland. “The energy of Paris Fashion week is unrivaled—not only on the runways, but also out in the streets. We’re excited to tap into this moment to celebrate Paris, fashion, and the cultures and communities that have been part of the Timberland journey.  Je T’imbs!”

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