Maison Nérée SS25 Campaign
Maison Nérée SS25 Campaign: A Study in Contrasts and Couture
Bonjour! ☀️
Today, I will present a project I created for the Maison Nérée SS25 Campaign. My goal was to showcase the creative journey and final visuals for the campaign, using AI to bring a bold vision to life.
Brief: Maison Nérée, a hypothetical new luxury prêt-à-porter brand inspired by the ocean, commissioned a campaign for their Spring/Summer 2025 collection. The goal was to create an editorial that captures the essence of the brand—sophisticated, ocean-inspired elegance—while juxtaposing haute couture with the vibrant, everyday life of the beach. This project was developed through a process of AI-assisted creative exploration, where I aimed to push the boundaries of fashion photography by blending the extraordinary with the ordinary.
My research journey unfolded across three main axes:
Summer, Fun, and Absurdity: I drew inspiration from campaigns by Stüssy, Gucci, and Prada, envisioning a hot summer day on a crowded beach where a highly styled model stands out starkly against the casual, sunburnt beachgoers. The idea was to celebrate the absurdity of a fashion shoot in a setting so detached from high fashion. I explored vibrant colors, playful contrasts, and the inclusion of characters that defy typical fashion norms, such as senior models like "The Spanish King." This phase was also influenced by Slim Aarons' work, capturing the joy and chaos of a lively beach scene.
Repetition, Saturation, and Absence: This axis focused on the extremes of beach life—either a beach overflowing with people or entirely deserted. I was particularly inspired by Andoni Beristain's work, where I explored the use of universal and somewhat vulgar objects like the ubiquitous white plastic garden chair, a symbol of mass-produced, utilitarian design (created in 1965). This phase aimed to highlight the contrast between the ubiquitous and the unique.
Dramatic and Editorial: Taking cues from the likes of South African photographer Michael Oliver Love, I delved into more dramatic, editorial approaches that evoke the dreamlike quality of the beach. This phase focused on showcasing powerful, sexy, muscular men and women dressed in lightweight, high-fashion fabrics, playing with the contrast between strength and softness. The opulence and boldness of these images were further inspired by Martie Hechanova's work, particularly his "Eklips" series.
From these research phases, I curated a moodboard that encapsulates the essence of Maison Nérée. It blends the best elements from each axis: the vibrant chaos of summer, the starkness of repetition or absence, and the high drama of editorial fashion. The moodboard serves as a foundation, capturing the brand's identity while pushing the boundaries of traditional fashion campaigns.
For the collection, I chose materials like organza, linen, and silk to create a juxtaposition of softness and strength. These fabrics flow effortlessly, contrasting with the powerful, determined individuals who wear them. The color palette balances natural, warm tones reminiscent of sand and stone with cooler hues that evoke the sea, emphasizing the brand's connection to the ocean. The chosen typeface, Melikan, adds a touch of elegance and delicacy, providing a perfect contrast to the strong visual themes.
After extensive research and refinement, I worked closely with AI tools like ChatGPT, Ideogram, and Visual Electric to bring the vision to life. Every detail, from the point of view to the choice of models and settings, was meticulously crafted to emphasize contrasts: fire and water, muscular bodies against lightweight fabrics, high fashion juxtaposed with everyday objects like a plastic garden chair. The result is a powerful visual narrative that pushes the boundaries of fashion photography. The IA result is not perfect, but it creates another interesting contrast: real and AI generated, forcing us to find imperfections and errors.
For the final result, the SS25 campaign is divided into three key moments of the day:
Morning: Romantic and intimate scenes at dawn, with soft lighting and reflective moments that blend muscular physiques with the delicate craftsmanship of the garments.
Day: A vibrant, bustling beach scene where the confident, editorial model stands out amid the mundane activities of beachgoers, creating a striking contrast. The use of water, both as a natural element and a playful disruption, adds dynamic energy to the visuals.
Night: A dramatic, sensual finale with the model drenched in water, holding a flaming umbrella against the backdrop of a turbulent sea. Inspired by Martie Hechanova, this setting emphasizes the tension between fire and water, capturing a raw, powerful energy suitable for the evening.
I am incredibly proud of this project, which not only encapsulates the essence of Maison Nérée but also challenges the norms of fashion photography. The use of AI allowed for an innovative approach to creative direction, resulting in a campaign that is both visually stunning and conceptually rich. I had so much fun doing all this and I hope you enjoyed exploring this project as much as I did designing it! As always, I'd love to hear your thoughts and feedback!