After launching the #MaVitrineEngagée initiative in Marseille and Nice, MAIF invites Meanwhile Boutique to decorate a third shop window: that of its agency in Aix-en-Provence.
Meanwhile Boutique and MAIF: a partnership promoting more responsible consumption
After a first shop window at Prado in Marseille and a second shop window in Nice, MAIF has chosen to invite Meanwhile Boutique to participate in the third edition of its #MaVitrineEngagée initiative. A wonderful recognition for the online, Marseille-based collective of eco-responsible brands, which works daily to promote more eco-responsible consumption.
While previous editions showcased ethical fashion, this new shop window is dedicated to the world of responsible summer. Visitors will be able to discover a selection of products designed to enjoy the season while limiting their environmental impact: summer shoes, swimwear, beach bags, accessories and many other carefully selected essentials.
Through this collaboration, MAIF and Meanwhile Boutique share the same ambition: to promote more ethical consumption by highlighting committed brands. Short supply chains, craftsmanship, upcycling, ethics and knowledge sharing are values championed by the creators featured in this shop window and echo the spirit of the #MaVitrineEngagée initiative.
Learn more about the collaboration between Meanwhile Boutique and MAIF.
#MaVitrineEngagée: highlighting initiatives that are pushing boundaries
#MaVitrineEngagée is an initiative launched by MAIF, a purpose-driven company committed to the ecological and social transition. Through this initiative, the insurer regularly transforms the shop windows of its agencies into true discovery spaces dedicated to meaningful themes.
Renewed every two to three months, these shop windows showcase committed local players, responsible brands, and projects with a positive impact. The goal is to raise public awareness of more sustainable consumption patterns while offering concrete visibility to initiatives that contribute to building a more responsible society.
Far more than a simple exhibition space, #MaVitrineEngagée is intended to be a place of inspiration and connection, where businesses, creators, and citizens can share common values centered on commitment, innovation, and the ecological transition.
Launch theme: heading for summer
Shoes, swimwear, beach bags: the summer collection takes center stage
This exhibition dedicated to the summer collection will be on display for two months, until the end of August. In the shop window, visitors will be able to discover a selection of committed brands such as WOUF, LOUMIO, GAMMES, and KADALYS. Brands carefully selected by Meanwhile Boutique for their values, responsible approach, and commitment to offering more sustainable alternatives. Recycled materials, thoughtful manufacturing, positive social impact: each brand presented shares our vision of consumption that is more respectful of the environment and people.
A big thank you to MAIF for its trust, as well as to everyone who helps keep this project alive and promotes more ethical fashion every day.
A committed shop window to discover in the heart of Aix-en-Provence
So, come to MAIF in Aix-en-Provence to discover this third meaningful shop window: a space for inspiration, sharing, and collective commitment for a more ethical summer.
A day with you: private sale on Wednesday, July 1, 2026
We will be holding a private sale on Wednesday, July 1, 2026 at the Aix-en-Provence Agency, so come one and all!
MAIF: supporting and giving meaning
This collaboration between MAIF and Meanwhile Boutique is based on shared values: promoting more responsible consumption and highlighting initiatives with a positive impact. Thanks to #MaVitrineEngagée, Meanwhile Boutique benefits from great visibility among a local audience while introducing committed brands and more sustainable alternatives. An opportunity to raise awareness among more consumers about more responsible consumption and a way to reaffirm its commitment to being a hub for positive consumption and local solidarity.
Continuing the projects launched in Marseille and Nice, Meanwhile Boutique has once again been welcomed in Aix-en-Provence to decorate a committed shop window.
