Courrèges

Mar 2024

The Courrèges Holy Bag Spring 2024 ad campaign serves as a masterclass in modern luxury brand identity, stripping away the superfluous to highlight the geometric precision of the label’s latest accessory. Under the creative direction of Nicolas Di Felice, the project navigates the intersection of commercial utility and editorial rigor. Photographer Drew Vickers employs a technical studio strobe approach to capture the collection, utilizing extreme worm’s-eye and low-angle perspectives to transform the Holy Bag’s signature hobo-style silhouette into a sculptural focal point. By placing models Camille Chifflot, Ying Ouyang, Megan Megambe, and Axel Gay within a dynamic, circular composition against a stark, neutral backdrop, the imagery emphasizes a high-contrast aesthetic that feels both futuristic and distinctly minimalist. The styling by Marie Chaix prioritizes monochromatic, sharp silhouettes that act as a frame for the leather goods, allowing the matte textures and subtle metallic hardware—specifically the brand’s hallmark circular buckle—to take center stage. With art direction from Bruce Usher, the campaign avoids the clutter of lifestyle staging, opting instead for a graphic, intentional clarity that defines contemporary fashion photography. Every frame, from the disciplined packshot to the rhythmic, multi-subject compositions, reinforces the house’s commitment to architectural shapes, ensuring the Holy Bag remains the indisputable protagonist of this highly polished, accessory-driven narrative.

Commercial

Studio strobe

Bags & Accessories, Bags & Accessories, Fashion, Fashion