Concept — Fashion
Lemaire
En passant
The concept
En passant
Nobody here is posing. They are all on their way somewhere else.
Lemaire makes clothes designed to be forgotten while they are worn. Fashion imagery works against exactly that: a campaign is built on someone stopping to be looked at, holding still until the frame is done. The house's whole proposition disappears the moment the model turns around.
So nobody stops. A back, a silhouette in a doorway, two legs mid-stride, a bag that has already been carried today. The cloister does the rest — one light source, long shadows across stone, the same warm hour from the first frame to the last. No face is shown, not once.
En passant. The clothes are only ever seen the way they will actually be seen: on someone crossing a room, on their way out of it.
The campaign — 01/04
No one stops.
Film · 16:9
Eight seconds, one direction, nobody facing the camera. The clothes are seen the way they are actually seen.
4:5
Cream rib, the bag already carried. A campaign frame in which the face was never an option.
9:16
Trousers, stone, two shadows. Cropped at the waist — the only proof of movement the frame needs.
16:9
Silhouette against white. Everything legible disappears — and the shape is still recognisably Lemaire.
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