13 09 SR
Featured 13 09 SR projects
This week's top 13 09 SR projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project 13 09 SR · Fall 2023 Ad Campaign
For their Fall 2023 campaign, 13 09 SR masterfully bridges the gap between raw human emotion and surrealist object design. Under the creative direction of Serge Ruffieux and Anne Le Quintrec, the label crafts a visual language that feels both intimate and experimental. Through the lens of photographer Shayne Laverdiere, the campaign adopts a sophisticated diptych format, pairing portraiture of talent Letizia Galloni with whimsical, meticulously crafted balloon sculptures set against an abyss of pitch-black space. This interplay channels an editorial minimalism where the organic textures of skin and delicate ink tattoos are juxtaposed against the hyper-glossy, reflective surfaces of latex. Styled by Dimitri Riviere with precise hair by Gor Duryan and graphic, sharp makeup artistry from Hicham Ababsa, the collection highlights the brand’s footwear—ranging from buckled pointed-toe flats to croc-embossed leather boots—as functional centerpieces within a larger art installation. By utilizing consistent studio strobe lighting, the campaign maintains a clinical yet playful cohesion, elevating commercial product photography into a series of fine art explorations. Each frame serves as a meditation on form, using negative space to emphasize the architectural quality of the shoes, ultimately cementing 13 09 SR as a formidable voice in the contemporary luxury fashion landscape.
Project 13 09 SR · Spring 2024 Ad Campaign
For the 13 09 SR Spring 2024 ad campaign, creative director Serge Ruffieux presents a masterclass in editorial minimalism, stripping away the superfluous to place the brand’s latest footwear and accessories at the absolute center of the frame. Captured with an unerring eye by photographer Annemarie Kuus, the series leans into a stark, graphic aesthetic that thrives on high-key lighting and the precise, clinical clarity of studio strobe photography. Models Achol Kuir and Lavinia De Aquino provide the canvas for a vibrant, color-blocked narrative where opaque, textured tights and sculptural leather footwear take on an architectural quality. The imagery is meticulously composed, utilizing clean white backdrops to elevate utilitarian details—from metallic-buckled loafers to croc-embossed boots—into objects of high-fashion desire. Stylist Dimitri Rivière bridges the gap between raw functionality and luxury, curating a look that feels both avant-garde and intentionally grounded. With hair by Alexander Soltermann and makeup artistry by David Koppelaar, the portraits maintain an ethereal, disciplined polish that persists even through experimental, soft-focus veil play. Set designer Samuel Fasse’s contributions remain subtle yet essential, providing the elevated platforms and minimalist props that anchor each composition. Ultimately, this collection reads as a cohesive, visual dialogue on modern silhouette, successfully pushing the commercial boundaries of luxury accessories through the lens of pure, high-fashion editorial portraiture.
Project 13 09 SR · "As Seen on TV" Fall 2025 Ad Campaign
The latest campaign for 13 09 SR titled As Seen on TV playfully dismantles the boundaries between high-fashion editorial and the frantic, fragmented reality of modern broadcast media. Under the creative direction of Serge Ruffieux and the sharp eye of director RickDick, the project leans into a surrealist aesthetic that transforms the mundane iconography of urban life and vintage home electronics into high-concept commentary. In one frame, a model navigates a bustling city street draped in a bold, literal garment of fresh bananas, an image expertly wrapped in the nostalgic visual texture of VHS lo-fi scan lines and faux news broadcast tickers. The campaign seamlessly pivots from this public-facing spectacle to an intimate, cinematic vignette where a hand emerges from a flickering television set to showcase a heavily buckled ankle boot. This juxtaposition of high-contrast, moody lighting and uncanny, live-action techniques creates a disorienting yet undeniably magnetic narrative. By integrating VFX to blur the line between static retail imagery and performative media consumption, 13 09 SR invites viewers to reconsider the relationship between the products they covet and the screens through which they view them. It is a masterful exercise in commercial surrealism, elevating footwear and avant-garde design into a broader, meta-commentary on the artifice of the fashion industry itself.
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