Quad’s branded and interactive department Fighting Fish has produced this film for French department store Galeries Lafayette.
Conceived and directed by Alexandra Leroux and Damien de Medeiros, the film integrates pieces from the collection by Laetitia Ivanez into an original story that seems almost tailor made to take place surrounded by the iconic architecture of Oscar Niemeyer (headquarters of the French Communist Party).
"The idea was to create a complete universe around the collection, and offer a real alternative to the usual launch on the catwalk,” says producer Nicolas Meliand. "Thus, the film was also the set for the photo shoot and where the collection was presented to the press. "
This is the first advertising project by directors Alexandra LeRoux and Damien de Medeiros, who are known mostly for their work as documentary filmmakers for French channel Canal +. This film was inspired by the world of the fashion designer Laetitia Ivanez, but the directors developed the editorial concept of the “Central Committee of Elegance for All" and the artistic choice of young choreographer, Léonore Zurfluh, who embodies the clothes of the collection through movement.
The film will be broadcast in French cinemas, in-store at the department store's art space ”Gallery of Galleries,” and adapted for Instagram and Facebook.