How The Odder Side Used a Paris Pop-Up to Connect with Its Community

Fashion brand The Odder Side built its reputation on minimalist, effortless pieces and a strong connection with its community. Founded in 2014 by best friends Justyna Przygońska and Brygida Handzelewicz-Wacławek, the brand quickly grew from a small capsule collection into an international label with boutiques in Poland, a thriving e-commerce presence, and a loyal global following.

One of the brand’s most meaningful retail experiments has been its pop-up presence in Paris, allowing The Odder Side to connect directly with customers in one of the world’s most influential fashion capitals.

Brands planning similar activations can explore available pop-up shops in Paris or browse pop-up spaces in Le Marais.

From Online Community to Physical Retail

The Odder Side began with a simple idea: creating timeless pieces designed to be worn every day. After an initial capsule collection featuring signature backless tops and dresses, the brand steadily expanded its collections and audience.

From the beginning, the company balanced both digital and physical retail channels, building relationships with customers online while also investing in in-person retail experiences.

Pop-up stores became a natural extension of this approach. Temporary retail spaces allow the brand to introduce collections in new cities while giving customers the opportunity to experience fabrics, fits, and styling in person.

Why Paris and Le Marais

Paris has long been an important market for The Odder Side. The city’s global fashion influence and international visitors make it an ideal destination for brands looking to build visibility.

The brand chose Le Marais for its Paris pop-up location—a district known for independent boutiques, concept stores, galleries, and design-focused retailers.

The neighborhood’s mix of local Parisians, tourists, and fashion enthusiasts makes it a natural home for emerging and international brands alike.

By opening a temporary boutique here, The Odder Side was able to introduce its collections to a global audience while reinforcing its presence in one of the most influential fashion districts in the world.

Staying Connected with Customers

During challenging periods for retail, including the disruptions experienced across the industry in recent years, the brand leaned heavily on its digital community and social platforms to stay connected with customers.

The Odder Side strengthened its online channels, expanded shipping options, and maintained close communication with its audience through social media and customer support.

These efforts reinforced the importance of maintaining strong relationships with customers both online and offline—something that pop-up stores naturally support by offering personal, face-to-face interactions.

Pop-Up Retail as a Fashion Strategy

For fashion brands, pop-up stores provide a flexible way to test new markets, introduce collections, and build stronger connections with customers.

Temporary retail environments allow brands to create immersive experiences while maintaining the agility needed in a constantly evolving industry.

Entrepreneurs exploring similar strategies can learn more in this guide on how the fashion industry uses pop-up stores or discover practical advice in this guide on how to start a pop-up shop in Paris.

For The Odder Side, the Paris pop-up represents more than just a retail experiment—it’s an opportunity to bring its community together in person and share the brand’s vision with customers from around the world.

To follow the brand’s latest collections and updates, visit Instagram @the_odderside.

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