04
Runway — Event + Social
The Other Paris Runway
JCPenney put another Paris in the fashion spotlight — an inclusive runway show beneath the cowboy-hat-topped Eiffel Tower of Paris, Texas.
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The Other Paris Runway reframed fashion's most famous city through a place with its own point of view. JCPenney staged a public runway in Paris, Texas, using the city's Eiffel Tower replica — complete with its signature red cowboy hat — as the backdrop.
The visual system connected the live show with its digital audience across runway branding, show graphics and social storytelling. Clean fashion typography, sharp red accents and documentary photography carried the experience from first look to final walk.
JCPenney presentsParis, Texas
Concept / 01
JCPenney
Paris, Texas
Paris, Texas
The spotlight moved west — and the runway opened to everyone.
The concept / 01
Paris is wherever style shows up.From Paris, France to Paris, Texas.
Runway, recut
Hover or click for soundCampaign reels
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Show cutdowns
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From first look to final walk
Runway / Recap
A runway that celebrated inclusive style — with a Texas point of view.
Behind the runway
Beauty / Talent / Afterparty
© 2026 Kevin Loumeau
New York