Jean Paul Gaultier

Jan 2025

For the 2025 BELLE et BEAU fragrance campaign, Jean Paul Gaultier delivers a masterclass in atmospheric storytelling, blending the brand's signature edge with a lush, dreamlike botanical narrative. Under the expert creative direction of Florence Tétier, the campaign unfolds as a series of surreal vignettes that blur the line between organic texture and high-fashion artifice. Captured through the singular lens of photographer Elizaveta Porodina, the imagery leans into a cinematic aesthetic, utilizing soft, natural light to elevate the interplay between human form and sculptural product design. Models Alva Claire and Noah Luis Brown serve as the perfect canvases, their serene expressions grounding the ethereal, flora-drenched environments meticulously crafted by set designer Emilia Margulies. With styling by Georgia Pendlebury and nuanced beauty details from hair stylist Olivier Noraz and makeup artist Valentina Li, the project achieves an evocative, editorial quality. Techniques such as intricate VFX integration and deliberate live-action staging transform standard fragrance portraiture into something more tactile and immersive. Whether submerged in reflective water or reclining amidst layered, oversized fabric petals, the subjects embody a sense of romantic mystery that feels entirely distinct to the Gaultier identity. By prioritizing lush color palettes and polished, macro-level compositions, this fragrance campaign successfully positions the new scent as an object of desire within a highly stylized, otherworldly landscape.

Editorial, Cinematic

Natural light

Fragrance, Beauty, Fragrance, Beauty