PATTERN OF BEHAVIOR: Forget about “see-now-buy-now” — Courrèges wants you to make your own version of some of its key styles.
In keeping with the conceptual approach it unveiled last season, the Space Age brand is going to the essence of its garments with its fall advertising campaign. In lieu of a traditional image featuring models in the new collection, it will print patterns for three signature wardrobe items: a jacket, a shift dress and a miniskirt.
The patterns can be downloaded for free on the brand’s web site, courreges.com, which also features three short videos in 3-D animation showing them being assembled. Paper patterns for the jacket, in a numbered limited edition of 30, were sent to journalists, fashion historians and fashion school directors.
Each diagram comes with technical annotations as well as a full description, including the season, production time, size and factory of origin. A scaled-down version of the visuals will appear as double-page ads in upcoming issues of Self Service, Pop, System and Marfa Journal, among others.
Sébastien Meyer and Arnaud Vaillant, artistic directors of women’s wear at Courrèges, said the approach was in line with their philosophy of simplicity. Last season, the duo printed the one-word descriptions “Jacket,” “Dress” or “Skirt” in black letters on a white background.
“We thought of the fall 2016 campaign as a radical invitation to enter the garment, to discover and understand it in a better way,” they said. The campaign raised issues such as open sourcing, generosity, copying and technology, the designers added.
Founder André Courrèges, who died earlier this year at age 92, and his wife, Coqueline, sold the label in 2011 to Jacques Bungert and Frédéric Torloting, two former Young & Rubicam ad executives.
They initially set about relaunching Courrèges through collaborations with companies including Estée Lauder, Eastpak, Evian, Alain Mikli and La Redoute. With the appointment of Meyer and Vaillant, they have set about expanding the brand’s retail network.