POUR LA NUIT BY POUR LUI
Cruise 2025 Campaign
ProjectCruise 2025 Campaign
Date
Jan 2025
Description
The Cruise 2025 campaign for Pour La Nuit by Pour Lui leans into a raw, playful aesthetic, captured across a series of outdoor industrial and suburban settings. Photographer Jumbo Tsui utilizes natural light to frame the collection against backdrops ranging from urban rail yards to residential streets, highlighting the textures of the layered garments. The series features styling by Madison Gu and Rei Kawauchi, juxtaposing formal elements like ties and robes with athletic gear and utility-inspired accessories. The visuals employ editorial techniques including a saturated palette and a distinct retro-inspired approach to portraiture.
Style
Editorial, Vertical
Techniques
Natural light
Context
Advertising Campaign
Associated creatives
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