Family Style

May 2026

In the latest fashion editorial project titled Decoy, creative force Family Style delivers a masterclass in visual storytelling, blending surrealist energy with the polished rigor of high-end luxury fashion. Captured through the lens of photographer Joyce NG, the campaign oscillates between stark, minimalist studio portraiture and more avant-garde, conceptual arrangements. The series leans into a high-fashion magazine aesthetic, utilizing techniques like sharp chiaroscuro and balanced studio strobe lighting to elevate every texture, from the intricate floral damask of a tailored blazer to the tactile drama of a vibrant red feathered coat. Stylist Laetitia Leporcq orchestrates a visual narrative where accessories—including jeweled ear cuffs and crystal-embellished stilettos—act as essential punctuation marks within each composition. With hair styling by Yumi Nakada-Dingle and precise makeup artistry by Marielle Loubet, the imagery centers on model Carol Monteiro, whose varied performances anchor the project's shift from playful, wig-clad surrealism to poised, moody elegance. By masterfully juxtaposing these disparate moods against neutral backdrops, Decoy creates a cohesive, sophisticated lookbook that feels both timeless and urgent. The project serves as a compelling testament to the power of collaborative creative direction, where every frame—whether bathed in soft natural light or defined by dramatic contrast—reinforces the identity of a house rooted in both texture and silhouette, firmly securing its place in the contemporary editorial landscape.

Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion