Printemps opened a space for The Marc Jacobs featuring the designer’s new line that debuted in shops this spring. The sprawling store-within-a-store covers more than 860ft2 (80m2) on the fourth floor of the women’s Boulevard Haussmann store, an exclusive among Paris retailers. Rather than treating The Marc Jacobs like uniform dressing or a runway look, Jacobs realizes that millennials and Gen-Z are much more about mixing-and-matching as well as doing high-low situations where they will have an expensive designer piece that they'd pair with more accessibly priced items. Jacobs is adapting to today's customer, and this shop at Printemps will help showcase his ability to still have global reach. The label’s current campaign is shot by Hugo Scott and styled by Lotta Volkova, with sets of twins in colourful mixes of styles, ranging from dresses paired with tights in mismatched colours, oversized bows and colourful T-shirts.