If every scroll through Instagram feels like a parade of the same monogrammed totes and instantly recognizable logos, consider it a sign to shop differently. In Paris, the conversation has moved on. The most compelling wardrobes in 2026 aren't built around the loudest luxury houses, but around labels that reward a closer look—designers known for sculptural tailoring, exceptional textiles, and a point of view that isn't announced from across the street. The real style currency isn't wearing something everyone recognizes; it's wearing something people can't quite place.
Printemps Haussmann remains one of the few department stores where these worlds coexist. Beyond the flagship luxury boutiques, its contemporary floors bring together an intelligently edited mix of emerging designers, established independent labels, and quietly influential names that rarely dominate social media, yet consistently appear in the wardrobes of editors, buyers, and the city's best-dressed women. Whether you're searching for an impeccably cut coat, a knit that will outlast seasonal trends, or the next label before it reaches the mainstream, this is where to begin. Consider this your editor's shortlist of the ten brands at Printemps Haussmann worth knowing—and, more importantly, worth wearing.
And before shopping at Printemps, don't forget to download our special offer here to enjoy a 5% extra discount and other advantages.
Few brands represent modern Parisian street style better than A.P.C. Founded as a reaction against the ostentatious, logo-heavy fashion of the late 1980s, it remains the ultimate effortless chic cheat code for locals. There is no loud branding here—just beautifully made wardrobe staples that rely entirely on clean lines and structural integrity. While available globally, shopping A.P.C. at Printemps gives you direct access to the full leather goods collection and exclusive European sizing at a significantly lower price point than overseas.
When styling their pieces, don't overthink it; simply pair their signature stiff raw denim with a relaxed white button-down and leather loafers for the ultimate casual-chic Parisian uniform. For your shopping list, don't miss the Demi-Lune and Grace Bags, which are understated leather staples that mold to your lifestyle and age beautifully, alongside their famous Japanese Raw Denim Jeans, celebrated for forming a completely customized fit to your body over time.
If French women had a collective closet, Maje would undoubtedly occupy a major section of it by successfully bridging the gap between luxury design and high-street accessibility. The brand perfectly balances elegance and modern edge, offering tailored jackets and romantic silhouettes that transition seamlessly from a morning gallery opening to an evening dinner without looking like you tried too hard. The Printemps corner features the newest seasonal drops and limited-edition Parisian capsules that rarely make it to international department stores, offering incredible value when combined with tax refunds.
For a perfectly balanced look, remember that contrast is key—take a feminine, flowy Maje floral dress and ground it with a structured, oversized leather blazer or chunky boots to keep the aesthetic modern. The brand is best for its classically French Tweed Jackets featuring a contemporary cropped cut with playful, modern buttons, as well as its elevated Matching Sets and Knitwear that instantly provide a curated look.
You have almost certainly seen the iconic Ami de Cœur (A with a heart) logo, but AMI Paris’ true strength lies deeper than its branding. Founded by Alexandre Mattiussi, the label captures a friendly, authentic, and relaxed Parisian charm. By focusing on elevated everyday clothing that is relaxed, slightly oversized, and incredibly wearable, AMI has become the exact uniform of the creative crowd taking a coffee break in the 9th arrondissement. Printemps’ flagship presence guarantees access to the complete range of seasonal colorways and exclusive unisex fits that sell out instantly elsewhere.
For a trendy silhouette, buy their signature heavy-knit sweaters or hoodies one size up for that perfectly slouchy, Parisian off-duty vibe, and balance it with sharp, tailored trousers. Keep an eye out for their Oversized Wool Coats and Blazers, which feature dropped shoulders that instantly elevate a casual T-shirt and jeans, alongside their heavyweight, high-quality Ami de Cœur Sweaters that feel genuinely luxurious.
Born out of a desire by two childhood friends to create their own dream wardrobe, Ba&sh infuses traditional Parisian sophistication with a distinct, joyful bohemian spirit. It represents the softer, more whimsical side of Paris fashion, filled with flowing maxi dresses, delicate embroidered blouses, and relaxed tailoring meant for warm afternoons sitting outside a café.
The brand's lighter summer pieces and linen shirts are staples of the local lifestyle, and the pricing in France is highly advantageous for international visitors looking to build a seasonal wardrobe. You can easily lean into the boho-chic aesthetic by pairing an airy printed midi dress with a wide suede belt and a pair of their iconic leather ankle sandals. Your must-buy items include their highly coveted Floral Dresses, which are renowned for their flattering cuts and effortless movement, and their Romantic Embroidered Linen Blouses that look perfect when tucked into vintage denim.
While tourists queue for hours outside heritage luxury boutiques, stylish local women quietly head straight to Jérôme Dreyfuss. Known as the enfant terrible of French accessories, Dreyfuss designs for women who actually live, work, and walk in the city, utilizing exceptionally soft, lightweight skins and practical, flexible interiors. As a fun detail, each bag is given a male name like Bob, Lulu, or Billy to represent the perfect companion.
These bags remain a true insider secret, meaning that purchasing one in Paris allows you to return home with a luxury piece that stands out completely from the sea of standard logo bags. When it comes to styling, don’t baby these bags—let the buttery leather slouch naturally over a simple, well-tailored trench coat. Their most popular models include The Bob, a compact and chic crossbody detailed with signature metal hardware studs, and The Lulu, a structured shoulder bag featuring a mixed leather-and-chain strap that is ideal for seamless day-to-night transitions.
No contemporary designer has captured the imagination of the global fashion community quite like Simon Porte Jacquemus. His collections serve as a vibrant love letter to the sun-drenched, Mediterranean lifestyle of Southern France, characterized by playful proportions, sculptural tailoring, and viral accessories that have transformed the label from an indie darling into an absolute global phenomenon. The Jacquemus spaces within Printemps operate as artistic installations in their own right, offering a complete lifestyle experience that spans from runway apparel to hard-to-find accessory colors.
To pull off their distinct look, play with proportions by balancing a micro-bag like Le Chiquito with an exaggerated, oversized Jacquemus linen blazer. Their most iconic pieces include the sleek, structural Le Chiquito and Le Bambino bags that perfectly channel modern minimalism, as well as their expertly tailored Sculptural Linen Blazers featuring unique cutouts and fluid drapes.
If effortless French "cool" could be distilled into a single brand, it would be Isabel Marant. Since the 1990s, she has entirely defined the off-duty model aesthetic with an intoxicating mix of rock-and-roll attitude, bohemian romance, and high-fashion tailoring designed for women who want to look incredibly stylish but entirely unbothered. Isabel Marant is a true cultural institution in France, and buying her pieces at Printemps guarantees you are getting the authentic, curated selection preferred by local stylists.
For a classic insider look, throw an oversized wool blazer over a delicate, lace-trimmed Marant blouse, add high-waisted denim, and finish with pointed-toe suede boots. Your must-have list should include the legendary Bekett Sneakers and Leather Boots that revolutionized casual luxury, alongside their signature Oversized Jackets featuring perfectly padded shoulders that give any outfit an instant attitude boost.
Briefly stepping outside of homegrown French labels, the American brand founded by Mary-Kate and Ashley Olsen has established itself as the absolute pinnacle of modern, quiet luxury. Dismissing fleeting trends entirely, The Row focuses on exceptional fabrics, flawless tailoring, and sharp, minimalist design. There are zero logos and zero gimmicks—just pure, understated perfection for the ultra-discerning fashion crowd. Printemps’ curated selection focuses heavily on how The Row's minimalist aesthetic intersects with Parisian chic, highlighting timeless investment pieces that layer beautifully.
Monochromatic dressing is key to mastering this look, such as pairing a cream cashmere knit with fluid, wide-leg silk trousers from the brand for an outfit that exudes effortless wealth. Their ultimate investment pieces include their Cashmere Knitwear, which is arguably the softest, most impeccably spun cashmere in the world, and The Margaux Bag, a structurally flawless leather tote widely regarded as the modern heir to the classic heirloom bag.
Hailing from Stockholm but deeply embraced by the Parisian elite, Toteme is the epitome of the modern capsule wardrobe. The brand operates like a high-end uniform, focusing on sharp geometric lines, monochrome palettes, and rich textures. It is the ultimate destination if your mood board is defined by "old money" aesthetics or refined, quiet luxury basics. The unique juxtaposition of Scandinavian functionality with Parisian flair makes Toteme a highly popular stop inside Printemps for creating sophisticated, multi-season travel wardrobes.
To style their pieces properly, keep your accessories completely minimal and let the clean, geometric lines of Toteme's outerwear define your entire silhouette. You should look out for the viral Signature Scarf Jacket, a heavyweight wool coat featuring an integrated, fringed scarf and contrast blanket-stitching, as well as their Twisted-Seam Denim, which consists of cropped, straight-leg jeans with uniquely angled side seams that beautifully flatter and elongate the legs.
Originally built for the wet British countryside, Barbour has experienced an incredible aesthetic renaissance on the streets of Paris. Local style insiders have adopted these durable, rugged wax jackets and styled them unexpectedly with sharp French tailoring, delicate knitwear, and luxury handbags to create a beautiful, rustic-meets-urban tension that feels completely effortless.
The ultimate insider look in Paris right now is pairing a rugged Barbour wax jacket with an ultra-minimalist, 3-million-won pair of trousers from The Row, and Printemps frequently carries the rare capsule lines and heritage cuts perfect for achieving this exact aesthetic. For a quick styling option, throw a deep green wax jacket over an elegant black turtleneck and tailored trousers to instantly ground a formal look. Your best picks are the classic Bedale or Beaufort Wax Jackets, which serve as the quintessential weather-resistant outerwear pieces that look better the more they wear in.
Shopping at Printemps Haussmann isn’t just about discovering niche, hard-to-find brands—it’s also about smartly utilizing your international visitor privileges to maximize your budget.
Before you step into the historic department store, make sure to download your O'bon Paris coupon. By presenting this digital voucher at the store, you can enjoy an exclusive 5% discount across all your purchases. To make your shopping experience even better, if your total spend reaches €188 or more, you will receive a voucher for a complimentary bubble tea at Machi Machi, located right inside the department store. You can instantly save and download your coupon through this link.
How to Activate Your Discount:
Upon arriving at Printemps, head straight to the main Reception Desk. Present your downloaded O'bon Paris voucher to the staff before you begin shopping to have the 5% privilege applied to your account.
In addition to your 5% O'bon Paris discount, non-EU residents are eligible for a 12% tax refund year-round, making contemporary French fashion an incredible investment. Also, this summer until the end of August, you can enjoy exceptionally up to a 16% tax refund (check the details in our offer).
To claim your refund seamlessly, locate the central escalator situated directly next to the Welcome Desk in the main Printemps building. Take the escalator down one floor to find the dedicated, premium Tax Refund Lounge. The entire process is handled via streamlined electronic kiosks and takes only a few minutes.
Always remember to bring your physical passport with you on your shopping day, as digital copies are not accepted under French customs law for tax processing.
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Address: 64 Boulevard Haussmann, 75009 Paris
Metro Access: Opéra (Lines 3, 7, 8), Chaussée d'Antin–La Fayette (Lines 7, 9), or Havre-Caumartin (Lines 3, 9)
Opening Hours:
Monday – Saturday: 10:00 AM – 8:00 PM
Sunday: 11:00 AM – 8:00 PM
Article and photos: O'bon Paris Team