PARIS — Los Angeles–based denim brand Mother is bringing its sports-inspired Hail Mary collection to Paris with a pop-up inside Merci. The collaboration marks the most extensive experiential retail exercise to date for the brand, transforming Merci’s courtyard and atrium into a fully immersed athletic universe.
“We love opportunities to bring our storytelling and concepts to life with partners that are equally as committed to creativity and universe building,” Mother cofounder Tim Kaeding told WWD. “While this isn’t our first pop-up, it is certainly our most extensive endeavor. Merci is one of the most iconic concept stores in the world, and we are so thrilled to be collaborating with them and bringing ‘Hail Mary’ to life in a week where all eyes are on Paris.”
The pop-up reimagines the popular Marais store as a narrative playground. In the courtyard, Merci’s signature red car is staged on grass, wrapped in custom Hail Mary stickers and flanked by an oversize baseball, nodding to the collection’s vintage athletic inspiration.
Inside, the atrium has been transformed into a miniature baseball field, complete with a diamond and bleachers, while a locker-room installation and “wall of fame” evoke American sports culture.
A dedicated photo space, featuring a custom backdrop reading “Mother Class of 2026,” invites visitors to step up to the pitch and play for Team Mother or Team Merci. Let the content commence.
Mother x Merci
Courtesy of Mother x Merci
The 11-piece capsule refines the brand’s Hail Mary universe, blending classic sportswear references with softer, more romantic detailing. The line’s vintage graphics are softened with delicate embroidery, combining printed imagery with stitched details that subtly reference Merci’s quirky design ethos. The nostalgic color palette, worn-in textures and vintage effects channel classic sportswear through a more elevated, feminine lens.
There will be eight pieces, as well as three exclusive versions of Merci’s popular tote bag co-branded with the Mother logo.
“Collaborating with Mother on ‘Hail Mary’ allowed us to bring together two strong cultures — American athleticism and Merci’s Parisian spirit,” said Merci chief executive officer Arthur Gerbi. “It celebrates sport as a universal language, elevated through softness, femininity and sophistication.”
Despite the Paris pop-up, Mother is currently focused on U.S. retail growth and has no immediate plans for stand-alone stores across the pond. But there may be more activations in the future. “We will continue to collaborate and seek out like-minded partners. Merci has really set the bar high,” Kaeding added.
The collection will be available on both the store and the brand’s websites from Tuesday, while the Paris pop-up runs until April 3.
