Behind the scenes, Paris SS20


Welcome to Papinelle’s Paris!


'Paris is not a city; it's a world.' A French king issued these profound words over 600 years ago, but nothing’s really changed about the famous Gallic city. It’s this impalpable Parisian essence that continually draws Papinelle back  - and why we chose to bundle up our team to shoot our SS20 campaign there. So it was off to Paris for Papinelle!

We thought we'd share a little behind-the-scenes insight into how we pulled together a shoot. It requires a tremendous amount of planning, wrangling, and logistics, but it's also huge fun. For us, being able to immerse ourselves in the heart of Paris to bring you these images really added a certain 'je ne sais quoi' to the campaign.


Cherry Blossom Maxi Robe 

‘We felt the florals and effortless silhouettes of the collections lent themselves to a Parisian backdrop,' says Papinelle founder, Renae James. The Cherry Blossom collection features one of Papinelle's signature prints in the silk-cotton blend, while the Lilac Silk range is part of Papinelle's beautiful pure silk collection. 'We wanted to harness the luxury and inherent romance of France's aristocratic past with the sensuality and intrinsic confidence that a typical Parisian woman exudes,’ she explains. 


After much hunting for a location, we found the perfect spot that we felt captured the mood we wanted to create. With its historical library, decadent French antiques and quirky décor touches, the Hôtel de Matignon won our hearts. The 300-year-old building is neighbour to the official residence of the Prime Minister of France, in the 7th arrondissement of Paris.  

Cherry Blossom PJ Set 

Our timing couldn’t have been more perfect. Paris was awash with style, inspiration (and a fair smattering of celebrities and fashion icons) thanks to Paris Fashion Week being in full swing. 

We hope our SS20 campaign brings you a touch of the Paris-piration we felt being there.



The Papinelle team toasting the end of a beautiful SS20 campaign at the Hôtel de Matignon, Paris.


Words: Lori Cohen