The LOVE LINEN programme is designed to strengthen the visibility of European flax-linen among the Alliance’s partner brands and retailers. It provides tailored marketing and communication support - individual or collective - to highlight the integration of certified Masters of FLAX FIBRE™ and Masters of LINEN™ materials within fashion and home collections.
Aimed at creative, marketing, communications, purchasing, CSR, sourcing and sales teams, the LOVE LINEN programme aims to support brands' marketing and communications strategies to increase sales through original omnichannel activations.
To elevate the visibility and reputation of certified European linen products, the Alliance offers a dual content co-creation service combining visual storytelling and merchandising assets.
Image Storytelling
The Alliance provides:
Merchandising Elements
to enrich in-store and event experiences, the Alliance offers:
Contact the Alliance to benefit from European linen content co-creation services
To strengthen communication and media strategies, the Alliance offers:
To create commercial operations about linen, the Alliance is developing partnerships with major European department stores and brands.
Objectives of retail partnerships:
Co-creation with retailers and brands
The Alliance’s partnerships with department stores and brands are structured around:
Contact the Alliance to propose a partnership focused on European flax-linen
To address the growing need for in-depth understanding of flax-linen and hemp, the Alliance organises “Everything you need to know about linenverything you need to know about linen” workshops in major European capitals: Paris, London and Milan.
These sessions are designed for CSR, purchasing, sourcing, product, marketing and sales teams.
3 “Everything you need to know about linen” Workshop Formats
Workshop #1: Expertise & Sustainable Transition
Understanding how European flax-linen supports the sustainable transition of fashion and interior design.
Audience: CSR, purchasing, sourcing, product and marketing teams
Duration: Half-day
Workshop content:
Workshop #2: Sales & Customer Experience
Delivering key messages to sales teams.
Audience: Sales teams
Duration: Half-day
An operational module designed to equip sales teams with:
Workshop #3: Introduction to the world of European flax-linen
Immersive workshop
Audience: Fashion, design and interior architecture schools, as well as creative and marketing programmes
Duration: Half-day
An immersive workshop exploring the history, culture and know-how of flax-linen, its functional properties, innovations, and applications across fashion, interior design and technical uses.
Participation and registration for Alliance workshops
Workshops are organised several times a year, by invitation or at the request of brands and schools, with no participation fees.
Learn more about the workshops offered by the Alliance
To connect professionals from fashion, home and design with flax fields and the industry stakeholders who transform the fibre, Linen Experience offers a full-day immersion in flax-linen-producing regions: France (Normandy, Hauts-de-France, Île-de-France), Belgium and the Netherlands.
Objectives of the Linen Experience day:
Who can take part in these experiences?
CSR, design, product, marketing, creative direction and communication teams, as well as journalists and influencers/content creators working with brands.
Two formats are available for these discovery days:
To inspire designers, product developers, manufacturers and buyers, the Alliance offers a comprehensive sourcing resource: the Linen & Hemp Dream Lab, comprising:
Online Sourcing Platform: Linen & Hemp Dream Lab
This platform showcases innovations in materials and textile and technical solutions using European flax-linen and hemp.
Featuring more than 1,300 European linen and hemp references from Alliance member spinners, weavers, knitters and composite specialists:
A showroom in Paris dedicated to creativity with linen and hemp
The Alliance also offers fashion, interior design and design professionals private visits by appointment, as well as a unique showroom located in the heart of the capital.
© Alliance
A discovery space dedicated to the creativity and innovation of flax-linen and textile hemp.
Alliance participates in leading international textile, fashion, design and technical fairs, including:
Alliance also supports selected public events such as the Paris International Agricultural Show and MIF Expo.
The Alliance website provides up-to-date information for all stakeholders across the flax and hemp value chain:
Are you a fashion or home brand looking to enhance the potential of your linen collections? Alliance is your expert partner, offering strategic and operational support to achieve your goals. Please complete the form below and briefly outline your request.
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