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24 Sèvres global campaign by Fred & Farid. Here Fashion Comes To Life

Launched in June 2017, 24 Sèvres is LVMH’s latest multi-brand e-commerce experience offering the most Parisian selection of fashion available worldwide, inspired by iconic Le Bon Marché Rive Gauche. Fred & Farid has been appointed for the launch of this luxury fashion platform in its key international markets. As part of this collaboration the creative boutique network was in charge of the design and production of the launch campaign signed Where Fashion Comes To Life.

The fashion film was directed by Nicolas Winding Refn (Drive, The Neon Demon) and choreographed by Nicolas Huchard (collaborator of Christine & the Queens).

The film highlights the two narrative foundations of the 24 Sèvres brand, Paris and Le Bon Marché. Set at night in the deserted store, and progressing into the streets of the City of Lights, the narrative takes the viewer on a journey that celebrates the very mission statement 24 Sèvres seeks to fulfil: to bring Parisian style (and the mystique that surrounds it) to the world, anchored by Le Bon Marché, the institution that continues to attract and fascinate at home and abroad.

Credit

Agency: Fred & Farid New York
Client: 24 Sèvres
Title of ad: Where Fashion Comes to Life
Chief Creative Officers: Fred & Farid
Brand Supervisors: Eric Goguey, Julien Malhomme, Sidney Biolley
Associate Creative Director: Nicolas Berthier
Agency Producers: Damien Fournier Perret, Adélia Demachy
Production Company: Stink
Producer: Greg Panteix
Director: Nicolas Winding Refn
Music: Busy P – Genie
Post Production: Nightshift