The creativity of Linen, to be discovered during the Cap à l'Ouest operation at BHV Marais

A unique Shopping Experience Foccussing on Flax-Linen, a plant fibre

Flax-Linen acts as a source of inspiration for fashion, interior decoration and design. For the
duration of the Cap à l'Ouest event, European Flax-Linen will take over certain sales areas and
windows of the “beautiful bazaar” that is the BHV Marais.

Pop Up:
Surf on creative wave of Flax-Linen

Thanks to the Alliance, customers at the BHV MARAIS department store will have the opportunity to learn about the origins of European Flax-Linen and its innovative, creative qualities. From finding out how the plant is grown and processed to its unique functional properties, customers will be plunged into an inspiring world where Flax-Linen is centre stage.

A giant wave composed of Flax fibres will welcome
visitors to the Alliance pop-up display

This eye-catching Pop Art wave forms a
stunning backdrop for unforgettable photo
opportunities. This highly creative, content-worthy installation is designed to catch people's attention when they visit the department store. They can throw a shaka on the Alliance's big wave, riding a Flax-Linen composite surfboard! A great way to create fun images to share on social media !

Customers will be swept away by the sensory experience of linen, a plant-based material. From Isabel Marant creations such as the ‘Zewel’, ‘Koldi’ or ‘Klawia’ linen T-shirts, emblazoned with the famous Parisian designer's logo, to the ‘Rodeo’ linen T-shirt by Iro (available in white, black, beige or blue), they will succumb to the summer spirit of linen.

The Jodhpur - Galeries Lafayette collection is an oasis of freshness in its own right, with plain blue or striped shirts for a relaxed getaway, and shorts or striped ‘Jacinta’ trousers for nonchalant elegance. They'll also be on trend with a selection of linen garments from Danish fashion brand Samsøe Samsøe, where the authenticity of the material is revealed in every detail. Finally, the colourful chèches (scarves) from Galeries Lafayette finish off a look with a touch of sophistication and dynamism.

Customers can plunge into an ocean of style with the selection of textiles for the home to infuse their interiors with the beautiful creativity of Linen. The Libeco brand is in the spotlight, with a palette of shimmering colours. So it's easy to imagine sumptuous dinners with placemats in delicate shades such as ‘Flax’ and ‘Pacific’, complemented by tablecloths that bring a timeless touch of elegance to the table. Equally beautiful, the brand's napkins provide an unparalleled touch of sophistication with their elegant colours. To complete their Linen decor, customers can discover the brand's pillowcases and cushions, as well as the essential beauty pouches in matching shades.

With its ‘Piana’ and ‘Palma’ checked tote bags, available in citrus, flax, gold or celadon, Haomy takes them on a visual journey through soothing shades.
They'll continue their exploration with Pomax, whose two-in-one plaids and tablecloths come in yellow and beige, yellow and white or green and white, to create a warm atmosphere that awakens the spirit.

A limited-edition beach towel and bag

A must for fashion lovers, the pop-up area will also have exclusive Love Linen products, such as a beach towel and bag made from 100% certified European Flax™ as well as the book Flax-Linen, fibre of civilisation(s), a collective work that was published last October, which provides a unique insight into the history of the humble Flax plant and its fine fibres.

A locally grown resource that draws on unique expertise

Today, Western Europe is the world's leading producer of Flax-Linen, accounting for 75% of global production. In 2023, Flax growers in Western Europe produced 150,000 hectares of Flax, representing an increase of 130% over a 10-year period (from 2010 to 2020). This is the result of a unique set of skills and expertise, as the entire European Flax production and processing chain – comprising farmers, scutchers, spinners and weavers – is located in Europe.

The European Flax™ certification is the guarantee of traceability for premium quality flax fibres grown in western fibres grown in western Europe for all end uses. A plant fibre, produced through integrated crop management farming, without irrigation (barring exceptional circumstances) or GMOs.

The various properties of Flax-Linen fibre

By raising public awareness of the flax-linen functional and environmental properties, the Alliance for European Flax-Linen & Hemp is highlighting the flax importance as a natural resource and collective consciousness.

Flax-Linen has many functional properties* as a fabric and technical material.
This plant-based fibre provides thermoregulation, breathability and moisture absorption properties, and also has a positive influence on sleep. In addition, Flax-Linen's technical characteristics - such as rigidity and lightness, sound-insulation and vibrationabsorption properties – make it a highly sought-after material for use in a wide range of applications: in the textile industry, product and interior design, sports and leisure, transport, boating, etc.
_{*All these properties have been proven and verified by scientific studies.}

Flax-Linen also has environmental properties.
(CSR). Among these, it is a locally produced and traceable fiber; a renewable resource from certified seeds; it is cultivated without irrigation (from sowing to harvesting); it helps to preserve the soil and is ethically produced.

Flax is one of the oldest plants cultivated by humans, particularly grown in a specific part of Western Europe covering part of France (Normandy, Ile-de-France, Hauts de France), Belgium and the Netherlands. It is commonly said that Flax-Linen production stretches along a broad coastal strip from Caen to Amsterdam. Indeed, this area benefits from a temperate climate, which is ideal for growing Flax, the plant from which Linen fabric is produced. Like Flax-Linen, the Cap à l'Ouest event, at what is referred to as the most Parisian of department stores, reflects the beauty of the Western European landscapes. The Love Linen campaign provides a unique opportunity to discover and appreciate the diverse uses and versatility of European Flax-Linen. The event also places the spotlight on sustainable development and encourages customers to consume in a socially responsible way. A campaign dedicated entirely to Flax-Linen during the Cap à l'Ouest event at the BHV Marais department store, in partnership with the Alliance.