campaign

Paris Good Fashion

Support for the Paris Good Fashion association in rethinking its art direction. The founders wanted sustainable fashion shown through beauty and delicacy rather than through argument, keeping the softness of the earlier visuals, shot by a French photographer, and the atmosphere they carried.

The series is conceived as a modern cyanotype, deliberately a little old-fashioned: blue prints, solarised silhouettes, a strong sense of material and a play of texture and colour. It carries through to the object itself, in the labels, buttons and tags that extend the association's identity.