SISTERS AND RECALCITRANT EQUIDAE

TitleSISTERS AND RECALCITRANT EQUIDAE
BrandBOMPARD
Category D02. Print & Publishing
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 second portrait two sisters come to warm themselves in the salons of the family home accompanied by a donkey. Nothing could be more normal in this family, mixing everyday French chic, mischief and impertinence. It seems clear that these two sisters are proud of their feat. Through their attitude and their style, they tell us that the bourgeoisie is far from being a straitjacket. Au contraire, we can allow ourselves a little (or considerable?) folly when we know how to be creative and possess a certain elegance. The light has also been managed to achieve a natural aesthetic, balancing the natural light coming from the different windows of the house and the flash. The choice was made to give a lateral sense to the light to emphasize and "link" the little donkey and carrot that stand on either side of the visual.