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Marketing normally leaves me cold, but the linen industry is conducting a remarkable campaign in Paris that not only engaged and amused Sherard and me but ended up selling us several items.

We first noticed a street in the Marais decorated with huge lampshades, saying “I Love Linen.”

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Lampshades over a Marais street. Part of a French linen marketing campaign that popped up all around the city.

While I did find this impressive, and rather charming, I had no idea that I was falling under the spell of a brilliant marketing campaign.

Then the next day we saw this impressive installation at the Place des Vosges. At first we thought it was contemporary art, which it sort of was.

A field of flax, stacks of raw linen, etc. at the Place des Vosges

A field of flax, stacks of raw linen, etc. at the Place des Vosges

Sherard with display of linen thread at the Place des Vosges

Sherard with display of linen thread at the Place des Vosges

There was also a handsome display of linen shirts, and I presciently commented to Sherard that I might be persuaded to buy one at some point.

The deal was closed when we stopped in at Muji in the Forum des Halles underground shopping center. Linen items were 20% off! I bought a shirt and Sherard bought a scarf.

Sherard going native with his café gourmand and his French linen scarf

Sherard going native with his café gourmand and his French linen scarf