The collaboration forms part of the growth strategy of the Wortmann Group – one of Europe’s largest footwear manufacturers and distributors – which has already invested over 100 million euros. The aim is to boost brand awareness and desirability, particularly amongst younger consumers, by focusing on social media and digital communities and capitalising on the appeal of the series. “Emily in Paris speaks directly to the women for whom we create our shoes – young, style-conscious and open to bold fashion statements,” says Jens Beining, CEO of Tamaris.

The Tamaris x Emily in Paris collection features designs inspired by the series, with shoes that combine comfort and affordability, and will be launched in two phases: Winter 2026 – “Parisian Nights”, featuring elegant styles with glamorous details, and Spring 2027 – “Mediterranean Breeze”, characterised by lightweight shoes inspired by the Mediterranean.

Tamaris x Emily in Paris will be available in Tamaris shops, on tamaris.com and through selected partners. A co-branded logo combining the series’ title with the Tamaris logo defines the visual identity of the collaboration and ensures the recognition of Tamaris x Emily in Paris across all channels. The look is completed by the iconic Tamaris pendant attached to the shoe, which identifies the campaign styles from the Tamaris x Emily in Paris collection.