January 2025.

French Workwear Campaign - Paris

This campaign, modeled by two homegrown Parisians, was shot in the 10th arrondissement among the active streets of Paris. Styled in traditional workwear looks, the campaign pays homage to the industrious French working culture. The focal piece, the French work chore jacket, is one of the vintage culture's most respected and deemed “perfect” jackets.

Styled with a mix of high-fashion couture accessories, the looks indirectly illustrate the contrasts of Paris. On one end, literal “blue collars” and distressed workwear emphasize the work ethic of the hustlers within the dense catacombs and alleys of Paris. On the flip side, Balenciaga scarves and designer heels remind us of the glitz and glam of Paris’ unprecedented fashion culture. Styled and shot with influence and interpretation of Parisian culture, this campaign reveres our firsthand experience from our time spent in Paris, with influence stemming from the stardom of Fashion Week to the hustle of the marché aux puces (flea markets).