Eiffel tower

Welcome to (Not) in Paris

Mark: Highsnobiety

Release date: June 22

To buy: Online at the Highsnobiety boutique and in person at our Parisian pop-up at 35-37 Rue des Francs-Bourgeois, 75004

Editor’s notes: It’s that time of year again and our Not In Paris collection is almost here. While previous editions relied on the Not In Paris theme (our second lookbook photographed our model in classic Parisian locations, and our third took her on an international tour everywhere but Paris), for our 4th edition, we decided to bring Not In Paris to the city itself.

The lookbook takes us on a tour of Paris: having a tobacco, posing in front of a metro station and, of course, stopping to pick up a miniature Eiffel Tower key ring. The pieces themselves play on the aesthetic of classic Parisian tourist merchandising. T-shirts, baseball caps and a knitted sweater are all adorned with the typical PARIS logos, to which is added Not In Paris branding. Elsewhere, we use Eiffel Tower iconography on socks, a t-shirt and hoodie, as well as rebranding ourselves as ‘The Highsnobiety’.

The images also give a behind-the-scenes look at some of the brand’s collabs dropping next week. From the red-lit neon lights of Hotel Amour to a Lemaire croissant bag popping out of our model’s pocket, see which ones you can spot.

Check out the lookbook above and get ready for Not In Paris, launching in-store and online June 22.