Ba&sh opens pre-owned pop-up in Paris, Georgia May Jagger fronts AW campaign

Make it five! Hyperactive French premium label Ba&sh, founded by businesswomen Barbara Boccara and Sharon Krief in 2003, has recently opened in Paris its fifth pop-up store focused on pre-owned fashion, at 7 boulevard des Filles du Calvaire in the Marais district.

The Parisian label, which launched its pre-owned fashion service almost two years ago, inaugurated the new pop-up store on October 22. The store will remain open until Sunday November 3.​ ​Adopting a sustainable, circular approach, Ba&sh is happy to take back its customers’ pre-owned items in exchange for a voucher redeemable at the store (choosing among 650 items from Ba&sh’s Fall/Winter collections), on the Ba&sh e-shop, and at its other stores, for some guilt-free seasonal shopping.

Boosting the stores’ second-hand fashion experience

“The opening of our new pop-up store in Paris shows  our commitment to circularity, a central pillar of our  ‘Walk on the Bright Side’ vision, which guides our sustainability strategy,” said Victoire De l’Epine, head of projects & transformation. “This initiative illustrates our desire to transform the fashion industry by making it more sustainable while combining style, quality and durability in a unique experience,” she added.

After testing the formula in Paris and Lyon, Ba&sh is planning to open another pop-up store for pre-owned fashion in Bordeaux by the end of the year, and possibly some outside France too. Ba&sh is convinced it has found a profitable model, as the new service currently accounts for 5% of its revenue in France, equivalent to over €1 million. From the start of 2024, the label has deployed its second-hand service elsewhere in Europe, in key markets like Germany, Spain, Belgium and the Netherlands.

Ba&sh has been championing ‘smart fashion’ for more than 20 years. It has introduced a plethora of sustainability initiatives and achieved B-Corp certification this summer, in recognition of the positive impact of its CSR policies. Ba&sh recently signed up Georgia May Jagger as the face of its Fall campaign, entitled ‘New Beginnings’.

Also this fall, Ba&sh is giving carte blanche to the students of the Master in Accessories Design at the French Fashion Institute (IFM), to create a pair of shoes that will feature in the label’s Spring/Summer 2025 collection. The winner will be revealed on October 27, following a vote on Ba&sh’s social media channels. The Parisian label is passionate about collaborations. In June, just in time for the Paris Olympics, it unveiled a pair of sneakers co-designed with Saysh, the brand by Californian athlete Allyson Felix.

Ba&sh is present in more than 70 countries with 320 monobrand stores. In 2022, it recorded buoyant growth, posting a 22% revenue rise and topping the €300 million mark. Ba&sh is backed by Dan Arrouas and the Vog group, and in 2022 it sold a majority stake to French investment fund HLD.