Printed
February 20, 2025
The revival of Courrèges, Parisian trend’s ‘sleeping magnificence’, continues with the launch of the home’s conceptual SS25 marketing campaign.
The brand new season’s imagery, once more shot by British photographer Mark Borthwick (considered key to the model’s visible revival) is a “poetic variation” on Courrèges’ Carré Magique, we’re instructed.
A “visual spin-off” of its earlier marketing campaign, SS25 “applies the principles of its collection to the reinterpretation of its signature setting”. Which means whereas AW24 used scale and color to broaden area, SS25 “extracts its storyline from the abstraction of a white background”.
Sliced from the web page, rectangular cutouts “act as windows onto the unknown intersections of geometry and reality” that breathe new light into the Courrèges world.
Borthwick’s recalibrated setting was imagined by house ‘scenography’ director Rémy Brière and Nicolas Di Felice.
Perched in their individual, off-centre frames, the flared silhouettes of the season’s cast “evoke a moment in waiting, a cinematic composure”. And if the photographs aren’t self explantory, they function “radiant skylines, youthful lovers, free spirits… bleached by sun-filled lighting and refracted luminescence, evoking feelings of nostalgia and romance”.
That includes the brand new seasons’ tailor-made denim separates, Carré Magique tops, leather-based blousons and its Holy Bag, the marketing campaign’s styling displays “warmth and serenity [and a] spirit of optimism”.
