A.P.C.

Apr 2026

True to the heritage of French luxury fashion houses, the latest campaign for A.P.C. titled The Marks We Make offers a masterclass in understated elegance and timeless texture. Photographer Tim El Kaïm captures the essence of the brand through a series of high-contrast black and white images that prioritize raw authenticity over excess. By centering the subject against a clean, minimalist white background, the work leans into an editorial sensibility that feels both intimate and iconic. Model Alex Shibaeva embodies the casual confidence intrinsic to the collection, wearing vintage-wash denim that serves as the visual anchor of the narrative. The collaboration benefits significantly from the sharp eye of fashion editor and stylist Ludivine Poiblanc, whose choices emphasize the tactile interplay between a heavy ribbed knit and the structured drape of A.P.C. denim. Utilizing soft, natural light, the portraiture highlights the character of the worn fabrics, effectively positioning the clothing as an extension of the wearer’s own personal history. With meticulous grooming by hair stylist Ramona Eschbach and makeup artist Anthony Preel, the aesthetic remains grounded in a classic, refined portrait style that avoids artifice. This project serves as a compelling reminder that in the world of high fashion, the most resonant statements are often those defined by their simplicity, precision, and an unwavering commitment to the foundational elements of style.

Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion