Paris Fashion Week

Behind the scenes with Pure

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Set in the Marché Saxe-Breteuil with the Eiffel Tower as a backdrop, a flow of catwalk models stride past Pure Electric scooters as they make their way down the runway. A collection of typical Parisian market stalls act as the backdrop as the World of Fashion peers into next year’s collection from the British designer.

Inside these stalls is anything but typical. Forget antiques, postcards or paintings. Stella McCartney has created a space to showcase innovations across a multitude of industries. For Stella McCartney, including Pure Electric scooters at her show ensures that ‘dull’ and ‘city commute’ are never in the same sentence.

An impressive lineup of A-list celebrities graced the event, with notable names like Paris Hilton and Robert Downey Jr. Here are some of the exclusive custom designs we were delighted to share throughout the day.

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