The storied shoemaker calls upon French cinema influencers to create a fairytale around its new Moc’ Weston loafers

It’s easy to roll one’s eyes at brands that will seemingly do anything to promote a product. But J.M. Weston’s all-singing, all-dancing film is driven by a genuine love of cinema, as well as sales.

In December the brand set up shop in the former Gaumont Ambassade cinema on Champs Élysées. The year-long pop-up store-cum-exhibition, conceived by local architecture firm Loci Anima, displays over 150 shoes against a backdrop of short films exploring the brand’s history. Shoe buying has never been so ceremonious.

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Pop by for a viewing of J.M. Weston’s new film, Le Beau Dormant, a quirky riff on fairytale story-telling, starring French actor Omar Sy wearing a diverting pair of pink loafers. Said shoes are creative director Michel Perry’s seasonal take on the brand’s 180 loafers in lightweight suede calfskin that’s fit for a prince, apparently. Shocking pink loafers (also available in other colours), £430, jmweston.fr

Alice Newbold