Courrèges deconstructs clothing for its winter 2016 campaign
Arnaud Vaillant and Sébastien Meyer joined French label Courrèges a year ago, and have boasted ever since that simplicity is the key principle of their creative process. First of all, they redesigned the collections and the way they are presented, launching futuristic shows combining sound with images, and now they have unveiled a winter 2016 advertising campaign that takes the audience right inside the clothes, to better explore and understand it.
In the same vein as the new collections, where Courrèges heritage meets modernity, the advertising campaign is designed to affirm the brand's new DNA, and does so by visually deconstructing the label's iconic models.
The campaign features three videos, reproducing the patterning of the ‘AC’ jacket, the 'diamond cut' dress and the mini-skirt on a 1:9 scale. Each comes with technical details on how the garments are assembled, and with an indication of the season, the manufacturing time, the size and the tailoring workshop.
Through the campaign, Courrèges wishes to tackle several subjects dear to the brand and to its creative duo: open-sourcing (the future of fashion?), generosity, luxury (with its attendant techniques and expertise), invention and copying.
The fashion label embraces this approach to the full, inviting inquisitive fashionistas to discover the campaign's visuals and videos, and the clothes' patterning, all downloadable for free on the Courrèges website.
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