Launched in June 2017, 24 Sèvres is Le Bon Marché Rive Gauche’s new online shopping experience, and new international fashion address. FRED & FARID was chosen to launch this luxury fashion e-commerce platform in its key international markets. As part of this collaboration, the agency was in charge of the design and production of the “WHERE FASHION COMES TO LIFE” launch campaign.
To celebrate the start of the new school year, and on the eve of the new season, 24 Sèvres unveils on September 6 a 3-minute manifesto short film, directed by Nicolas Winding Refn(Drive, The Neon Demon), choreographed by Nicolas Huchard (collaborator of Héloîse Letisser, Christine & the Queens), and designed by FRED & FARID.
If you’ve ever been inside Le Bon Marché, you’ll remember a unique experience and an outstanding selection, from the most exclusive brands to the most contemporary, with a single watchword: Allure and Service. What if Parisian style took over the streets of Paris to celebrate women? What if Parisian women made Paris the chicest catwalk in the world?
In this imaginary film, Nicolas Winding Refn celebrates individuality and femininity in a tribute to women and their freedom of expression. Models, fashion’s most symbolic icons, come to life and escape from the aisles of Le Bon Marché at night to dance in a deserted, dreamlike Paris to the music of Parisian artist Busy P. This unique performance celebrates a Parisian taste created for international clientele.
This project is a first in luxury multi-brand positioning, bringing together some of the most renowned names in the industry.
“The talent involved in creating this film is incredible, it’s an industry first to bring together a selection of the biggest names in fashion in one project. We’re delighted that Fendi, Gucci, Dior, Prada, Givenchy and others were involved”
Eric Goguey, Managing Director of 24 Sèvres.
“24 Sèvres is a magnificent ambition, a unique destination for fashion, brands and their creations. There is a particular excitement and pride in artistically contributing to the international influence of this project by conceiving an idea that takes time and form through music, dance and film… to draw inspiration from the spirit of Le Bon Marché, Paris and La Parisienne to celebrate women in all their diversity, freedom and beauty.”
Farid Mokart, President and Co-Founder of FRED & FARID.
The 3-minute version of the “WHERE FASHION COMES TO LIFE” film, visible on digital from September 6, will be available in 90- and 30-second versions. To complete the package, 7 digital assets will also be launched, featuring 7 different brands.
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