An analysis is presented of the optical polarimetric and multicolour photometric ($BVRJ$) behaviour of the blazar PKS 2155$-$304 during an outburst in 2010. This flare develops over roughly 117 days, with a flux doubling time $tau sim 11$ days that increases from blue to red wavelengths. The polarization angle is initially aligned with the jet axis but rotates by roughly $90^circ$ as the flare grows. Two distinct states are evident at low and high fluxes. Below 18 mJy, the polarization angle takes on a wide range of values, without any clear relation to the flux. In contrast, there is a positive correlation between the polarization angle and flux above 18 mJy. The polarization degree does not display a clear correlation with the flux. We find that the photopolarimetric behaviour for the high flux state can be attributed to a variable component with a steady power-law spectral energy distribution and high optical polarization degree (13.3%). These properties are interpreted within the shock-in-jet model, which shows that the observed variability can be explained by a shock that is seen nearly edge-on. Some parameters derived for the relativistic jet within the shock-in-jet model are: $B=0.06$ G for the magnetic field, $delta=22.3$ for the Doppler factor and $Phi=2.6^circ$ for the viewing angle.
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