{"id":2030605,"date":"2017-09-20T17:18:39","date_gmt":"2017-09-20T15:18:39","guid":{"rendered":"https:\/\/www.luxsure.fr\/2017\/09\/20\/fred-farid-launches-24-sevres-global-campaign\/"},"modified":"2026-04-27T02:51:39","modified_gmt":"2026-04-27T00:51:39","slug":"fred-farid-launches-24-sevres-global-campaign","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2017\/09\/20\/fred-farid-launches-24-sevres-global-campaign\/","title":{"rendered":"FRED &amp; FARID launches 24 S\u00e8vres global campaign"},"content":{"rendered":"<p>Launched in June 2017, 24 S\u00e8vres is Le Bon March\u00e9 Rive Gauche&#8217;s new online shopping experience, and new international fashion address. FRED &amp; 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 &#8220;WHERE FASHION COMES TO LIFE&#8221; launch campaign.<br \/>\n<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/HPbo_UqJ9N4\" frameborder=\"0\" allowfullscreen=\"\"><\/iframe><br \/>\nTo celebrate the start of the new school year, and on the eve of the new season, 24 S\u00e8vres unveils on September 6 a 3-minute manifesto short film, directed by Nicolas Winding Refn<em>(Drive<\/em>, <em>The Neon Demon<\/em>), choreographed by Nicolas Huchard (collaborator of H\u00e9lo\u00eese Letisser, <em>Christine &amp; the Queens<\/em>), and designed by FRED &amp; FARID.<\/p>\n<p>If you&#8217;ve ever been inside Le Bon March\u00e9, you&#8217;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?  <\/p>\n<p>In this imaginary film, Nicolas Winding Refn celebrates individuality and femininity in a tribute to women and their freedom of expression. Models, fashion&#8217;s most symbolic icons, come to life and escape from the aisles of Le Bon March\u00e9 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. <\/p>\n<p>This project is a first in luxury multi-brand positioning, bringing together some of the most renowned names in the industry.<\/p>\n<blockquote><p><em>&#8220;The talent involved in creating this film is incredible,<\/em><em> it&#8217;s an industry first to bring together a selection of the biggest names in fashion in one project. We&#8217;re delighted that Fendi, Gucci, Dior, Prada, Givenchy and others were involved&#8221;<\/em><br \/>\nEric Goguey, Managing Director of 24 S\u00e8vres.<\/p><\/blockquote>\n<blockquote><p><em>&#8220;24 S\u00e8vres 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&#8230; to draw inspiration from the spirit of Le Bon March\u00e9, Paris and La Parisienne to celebrate women in all their diversity, freedom and beauty.&#8221;<\/em><br \/>\nFarid Mokart, President and Co-Founder of FRED &amp; FARID.<\/p><\/blockquote>\n<p>The 3-minute version of the &#8220;WHERE FASHION COMES TO LIFE&#8221; 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. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Launched in June 2017, 24 S\u00e8vres is Le Bon March\u00e9 Rive Gauche&#8217;s new online shopping experience, and new international fashion address. FRED &amp; FARID was chosen to launch this luxury&hellip;<\/p>\n","protected":false},"author":2,"featured_media":1055212,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[30094,52709],"tags":[67120,67122],"class_list":["post-2030605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-en","category-thefashion","tag-24-sevres","tag-fred-farid"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2030605","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2030605"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2030605\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/1055212"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2030605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2030605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2030605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}