JE NE SAIS QUOI: For its new media campaign, 24 Sèvres, the global luxury web site owned by LVMH Moët Hennessy Louis Vuitton, is making fun of the usual stereotypes associated with the Parisienne.
Launching today and photographed by Cecy Young, the campaign features four women posing as counter-examples of Parisian clichés in what the online retailer is touting as a refreshing approach to idealized French style, known for its understated and effortless approach to fashion.
The tone is tongue-in-cheek: French model and actress Audrey Marnay is seen wearing a bright yellow Loewe coat on a visual stating “The Parisienne Only Wears Black,” while Nineties icon Georgina Grenville lifts her arms up in a fuzzy Dries Van Noten fake fur coat on the image headlined “The Parisienne Never Shaves.”
Since opening in 2017 as the online arm of Left Bank department store Le Bon Marché, 24 Sèvres has favored a distinctly Parisian point of view in its selection of brands.
“With this campaign, we wanted to highlight our Parisian roots, but also poke a little fun at them, making sure to address both our local consumers and women worldwide,” said Pauline Dollé-Labbé, marketing director at 24 Sèvres.
Louise Follain stars in the new 24 Sèvres