LOVE LINEN Services | Alliance
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.
European Linen Co-Creation Content
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:
- A royalty-free library of images and videos illustrating European flax cultivation, transformation and production,
- Bespoke support for photo/video campaigns in flax fields, mills and production sites, showcasing expertise, territories and craftsmanship.
Merchandising Elements
to enrich in-store and event experiences, the Alliance offers:
- Access to flax materials (straw bouquets, bales, fibres) for educational product displays,
- Guidance on integrating these elements into customer journeys, shop windows or dedicated brand spaces.
Contact the Alliance to benefit from European linen content co-creation services
Media Support Services
To strengthen communication and media strategies, the Alliance offers:
- Co-organisation of press days dedicated to certified linen collections, including expert briefings and product presentations,
- Participation in influencer campaigns with creators committed to fashion, design and natural materials.
Retail Partnerships on European Linen
To create commercial operations about linen, the Alliance is developing partnerships with major European department stores and brands.
Objectives of retail partnerships:
- To showcase the richness of European flax-linen: its history, heritage, know-how and modern relevance,
- To offer partner brands and retailers collective and exclusive visibility,
- To strengthen educational outreach to a broad audience.
Co-creation with retailers and brands
The Alliance’s partnerships with department stores and brands are structured around:
- A dedicated visual campaign,
- A scenographic approach highlighting the creative potential of linen and its contemporary uses,
- A curated selection of certified products,
- Original in-store activations,
- An omnichannel communication strategy.
Contact the Alliance to propose a partnership focused on European flax-linen
Workshops dedicated to Flax-Linen and Hemp Knowledge
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:
- Alliance updates,
- Flax-linen cultivation: know-how, production and environmental footprint,
- Functional textile, technical and CSR properties,
- Key figures: economy, markets and trends,
- Masters of FLAX FIBRE™ and Masters of LINEN™ certifications,
- Digital traceability,
- Textile innovations in flax-linen.
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:
- Customer-facing sales arguments,
- The added value of European flax-linen,
- Product presentation and merchandising guidance.
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
Linen Experience: meeting the players of the European Flax-Linen Industry
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:
- To meet flax-linen processing specialists: growers, scutchers, spinners and weavers,
- To share agricultural, technical, scientific and environmental knowledge,
- To understand how the flax-linen industry operates,
- To grasp the human and heritage dimensions of flax-linen.
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:
- Collective days organised every year in June, by invitation,
- Individual visits – on request – for brands.
Sourcing matière Lin et Chanvre
To inspire designers, product developers, manufacturers and buyers, the Alliance offers a comprehensive sourcing resource: the Linen & Hemp Dream Lab, comprising:
- An online sourcing platform
- A showroom in Paris
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:
- Yarns, fabrics, knits, composite materials (charges, reinforcements)
- Detailed product sheets (images, specifications, labels, certifications)
- Direct connection with suppliers
- Regular catalogue updates
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.
- Sample presentations
- Textile and technical innovations
- Project-based personalised sourcing
- Direct connections with European suppliers (spinners, weavers, knitters)
International trade fairs dedicated to fashion, home and technical applications
Alliance participates in leading international textile, fashion, design and technical fairs, including:
- France: Première Vision, JEC World, Les Rendez-Vous de la Matière
- Italy: Milano Unica, Filo, Proposte
- United Kingdom: The Sustainable Angle – Future Fabrics Expo
Alliance also supports selected public events such as the Paris International Agricultural Show and MIF Expo.
Alliance Website: Open-Access Resources on Flax-Linen & Hemp
The Alliance website provides up-to-date information for all stakeholders across the flax and hemp value chain:
- Alliance news: trade fairs, partnerships, cultural initiatives
- Articles on creativity and innovation: fashion, home, technical applications
- Flax-linen and hemp knowledge: cultivation, properties, performance and uses
- Media library: scientific studies, technical reports, videos, documentation
- Online sourcing platform with direct supplier contacts
- Certifications Masters of FLAX FIBRE™ and Masters of LINEN™
– Advantages, process, digital traceability
– Directory of certified companies
– Online application - Alliance members: more than 10,000 companies across 16 European countries
- Economic insights: quarterly industry reports
- Professional space: news, publications, webinars, tutorials
Interested in LOVE LINEN Services?
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.
