Editor’s Note
This article highlights how luxury brand Chaumet is incorporating sustainability into its brand narrative, transforming its iconic Place Vendôme windows for Paris Fashion Week with a focus on circularity and material reuse.
At the occasion of Paris Fashion Week, Chaumet has reimagined its window displays at Place Vendôme through the lens of sustainability.
From a distance, the new decor of Chaumet’s exterior windows at its historic flagship store might evoke marble. This is not the case: installed a few days ago, this unprecedented scenography in the House’s signature colors is actually composed of… textile fibers. More specifically, it is made from recycled fabrics, namely those from old uniforms worn by Chaumet’s sales teams.
Conceived in collaboration with the Parisian studio FabBRICK, which specializes in upcycling materials into bricks, this speckled blue and white display has enabled the reuse of 312 kilograms of decommissioned uniforms. The material obtained from these fibers was then used to line the backdrops of the windows. It was also used to create custom-made stands showcasing some of the jeweler’s iconic pieces from the Joséphine and Bee collections.
Unveiled during Paris Fashion Week, this project aims to highlight the commitments of the brand—and with it, its parent group LVMH—towards a more responsible luxury industry. It also evokes the enduring nature of jewelry compared to the perishability of fashion.
To extend its visibility at the strategic location of Place Vendôme, one of the capital’s most tourist-frequented sites, the initiative will be extended for a few weeks and can be discovered until the end of the month.
Chaumet Boutique
From September 30 to October 31, 2025
12 Place Vendôme, 75001 Paris