HORTENSE, CANINE AND ORNAMENTAL HORTICULTURE

TitleHORTENSE, CANINE AND ORNAMENTAL HORTICULTURE
BrandBOMPARD
Category D03. Outdoor
Product/ServiceFASHION
Entrant BELLE PARIS, FRANCE
Idea Creation BELLE PARIS, FRANCE
Idea Creation 2 H5 Paris, FRANCE
Production BELLE PARIS, FRANCE
Credits
Name Company Position
PIERRE DUQUESNOY BELLE Creative Director
LUDOVIC HOUPLAIN H5 Creative Director
LOLA GUISADO H5 Art Director
MORTEN BORGESTAD FREELANCE Photographer
JONATHAN KAGANE BELLE HEAD OF STRATEGIC PLANNING
JEAN FRANÇOIS GERARD BELLE Account Director
NATHALIE ALVES BELLE Founder
CHARLOTTE CAMILLE H5 Account Director

Cultural / Context information for the jury

With a history of more than 30 years and more than 500,000 pieces sold each year, Eric Bompard is France’s undisputed cashmere expert. Bompard has always been an iconic brand of the French bourgeois wardrobe with its classic pieces but it has gradually drifted from its mooring. Today, the challenge is to assert itself as a key player in fashion. Repositioning the brand in this era, to seduce a new generation of 30-45 year olds while remaining attractive to its historical target market. In a word - Eric Bompard must reinvent itself without betraying itself.

Tell the jury about the photography. Do not name the photographer.

In a world obsessed with perfection and first-degree representations, this visual is intended to challenge the viewer through its variance and its authenticity. The choice of light and its direction were important to provide true legitimacy to the scene. It was necessary to find a balanced lighting ratio between the ambient light and the flash to preserve the "natural exterior" of an autumn afternoon (although it was May). The moment captured on the fly, the tiny imperfections of the Hortense cup, the pieces of pruned boxwood on the ground and the strangely groomed dog are the "imperfect" details that build a portrait mixing finesse chic, humor and absurdity. But in the end, elegance prevails. She can present us the fruit of her work, wearing Bompard, subtly illuminated in the center of the image, a true masterpiece worthy of immortality.