PLAIN SPEAKING: Courrèges is taking a conceptual approach for its first advertising campaign since Sébastien Meyer and Arnaud Vaillant took over as artistic directors of women’s wear: Instead of showing the spring collection, it printed the one-word descriptions “Jacket,” “Dress” or “Skirt” in black letters on a white background.
The name and logo of the Space Age label appear in the lower left-and right-hand corners. The idea is meant to reflect the building-blocks approach of the designers, who broke down their debut collection into 15 designs in 15 fabrics.
“The message is simple: Erase the superfluous, go back to essentials, the thing that makes fashion what it is — the product,” the house said. “At a time when images are omnipresent and sometimes devoid of meaning, words remind us that language is our most precious asset.”
The ads will appear in upcoming issues of Self Service, Purple, Pop, Double and Document.
Meyer and Vaillant have also relaunched “Bonjour Courrèges,” the in-house publication that showcased seasonal collections via photo spreads by Peter Knapp. It now exists as a digital platform on Instagram that features content produced by various artists, the most recent being a series of collages by Kalen Hollomon.
Founder André Courrèges, who died earlier this month at the age of 92, and his wife Coqueline sold the label in 2011 to Jacques Bungert and Frédéric Torloting, two former Young & Rubicam ad executives.