Printemps is debuting a livestream shopping experience, the first in France to tap into the growing trend that first took off in China. Debuting at 6 pm local time on the 23rd of June, it broadcasted a 20-minute program designed to bridge service and entertainment — and ultimately drive consumers to shop its e-commerce portal — from its Boulevard Haussmann flagship via its website and on Instagram and Facebook. Called ‘En Mode Printemps,’ the program featured one of Printemps’ personal shoppers, a guest and two models presenting a selection of fashion, beauty and lifestyle pieces in a light-hearted, entertaining manner, redirecting the audience to the retailer’s website to purchase the pieces. A chat function allowed participants to interact directly with the personal shopper in real time. The program is also available for replay. Under the title ‘Refound Freedom: How to return to pavement cafés with style,’ the broadcast was the first of four themed shows, with subsequent editions set for July 7, 21 and 28 on subjects including what to wear for a wedding, nabbing a bargain in the sales and how to find the perfect beach bag.