Campaña - 10/9/18
Launched in June 2017, 24 Sèvres is the most Parisian selection of international fashion. Inspired by the spirit of Le Bon Marché in Paris, the platform brings together over 200 brands from the most renowned Maisons and emerging designers, as well as regular exclusive collaborations (Céline, AMI, Louis Vuitton…). A true global shopping destination, 24 Sèvres ships to over 100 countries with a luxury service proposition.
Admired worldwide, the Parisienne’s style is synonymous with confidence, freedom and effortlessness, rooted in both heritage and modernity. With its Parisian anchorage, 24 Sèvres celebrates an approach to fashion that departs from the editorialization of the runways and is brought to life, instead, in the mundanity of everyday. The je-ne-sais-quoi at the core of the Parisienne’s relationship with style and elegance has become the foundation for the 24 Sèvres brand, whose visual identity is intrinsically linked to joyfulness and authenticity. 24 Sèvres speaks to all the women who share this vision, all over the world.
Today, 24 Sèvres presents a new global media campaign which plays with this singular vision of fashion, and celebrates the plurality of style and women everywhere. Touching on a number of Parisienne stereotypes with humor, the campaign’s underlying message is that every woman’s style is unique and should be celebrated. Pauline Dollé-Labbé, Marketing Director at 24 Sèvres, says : « With this campaign, we wanted to highlight our parisian roots but also poke a little fun at them, making sure to address both our local consumers and women worldwide. »
4 women, all different ages, styles and backgrounds, were chosen as the faces for this campaign. French actress Audrey Marnay ; Georgina Grenville, iconic South African model of the ‘90s, living in Paris and collaborator of Dior and Gucci among others ; Louise Follain, Parisian influencer and new generation model, and Exaucée Makuiza, « New Faces » young talent. The styling in the campaign, as well, reflects the 24 Sèvres buy, a mix & match of luxury and contemporary brands that reflect the pairings made by women in real life. The campaign visuals feature Acne Studios jeans styled with a Loewe coat, and a structured Jacquemus blazer paired with Veja sneakers.
For this project, Parisian advertising agency Mad&Women was selected for its authentic and modern outlook on women, and a dynamic and agile approach in line with the start-up spirit of 24 Sèvres. On the visual side, Mexican photographer Cecy Young, based between Paris and Tokyo, captured the playful spirit of the campaign. Christelle Delarue, founder and director of Mad&Women, says : « By offering an alternate vision of Parisian women, we create a new perception in which each woman can embrace her own personality, lifestyle and take on fashion exactly as she wishes. »
Photo credit: Cecy Young
Admired worldwide, the Parisienne’s style is synonymous with confidence, freedom and effortlessness, rooted in both heritage and modernity. With its Parisian anchorage, 24 Sèvres celebrates an approach to fashion that departs from the editorialization of the runways and is brought to life, instead, in the mundanity of everyday. The je-ne-sais-quoi at the core of the Parisienne’s relationship with style and elegance has become the foundation for the 24 Sèvres brand, whose visual identity is intrinsically linked to joyfulness and authenticity. 24 Sèvres speaks to all the women who share this vision, all over the world.
Today, 24 Sèvres presents a new global media campaign which plays with this singular vision of fashion, and celebrates the plurality of style and women everywhere. Touching on a number of Parisienne stereotypes with humor, the campaign’s underlying message is that every woman’s style is unique and should be celebrated. Pauline Dollé-Labbé, Marketing Director at 24 Sèvres, says : « With this campaign, we wanted to highlight our parisian roots but also poke a little fun at them, making sure to address both our local consumers and women worldwide. »
4 women, all different ages, styles and backgrounds, were chosen as the faces for this campaign. French actress Audrey Marnay ; Georgina Grenville, iconic South African model of the ‘90s, living in Paris and collaborator of Dior and Gucci among others ; Louise Follain, Parisian influencer and new generation model, and Exaucée Makuiza, « New Faces » young talent. The styling in the campaign, as well, reflects the 24 Sèvres buy, a mix & match of luxury and contemporary brands that reflect the pairings made by women in real life. The campaign visuals feature Acne Studios jeans styled with a Loewe coat, and a structured Jacquemus blazer paired with Veja sneakers.
For this project, Parisian advertising agency Mad&Women was selected for its authentic and modern outlook on women, and a dynamic and agile approach in line with the start-up spirit of 24 Sèvres. On the visual side, Mexican photographer Cecy Young, based between Paris and Tokyo, captured the playful spirit of the campaign. Christelle Delarue, founder and director of Mad&Women, says : « By offering an alternate vision of Parisian women, we create a new perception in which each woman can embrace her own personality, lifestyle and take on fashion exactly as she wishes. »
Photo credit: Cecy Young
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