Discipline:

Creative Direction

Production

Photography

Client:

Year:

Maison Velde

2024

Creative Direction:

Alex Morgan

Brand Strategy:

Mike Ross

Art Direction:

Rose Li

Motion Design:

Till Hoffmann

Graphic Design:

Linda Cohen

Photography:

Richard Bronson

Stylist:

Laura Van Dijk

Maison Velde

A seasonal campaign built on how the clothes live and breathe with the world around them.

APPROACH

The work honours Maison Velde's most defining belief — that a garment isn't finished until it meets the air around it. A step into wider visibility, taken without a single raised voice.

The work honours Maison Velde's most defining belief — that a garment isn't finished until it meets the air around it. A step into wider visibility, taken without a single raised voice.

CONTEXT

Maison Velde is an independent European fashion house known for restraint. Ten seasons of quiet cult following, and an AW26 launch that needed to reach a wider audience without losing the intimacy that earned the first one. What customers loved was never the clothes in isolation — it was the way the clothes lived inside a life.

Maison Velde is an independent European fashion house known for restraint. Ten seasons of quiet cult following, and an AW26 launch that needed to reach a wider audience without losing the intimacy that earned the first one. What customers loved was never the clothes in isolation — it was the way the clothes lived inside a life.

THE PROCESS

Three days in a sun-bleached apartment in southern Europe. The room was the second model — cracked plaster, the shadow of a clothesline, wildflowers on a table that hadn't been moved in years.

Three days in a sun-bleached apartment in southern Europe. The room was the second model — cracked plaster, the shadow of a clothesline, wildflowers on a table that hadn't been moved in years.

RESULTS

The campaign became Maison Velde's most-shared body of work to date. Featured in It's Nice That and used as the foundation for their retail window installations across Europe.

The campaign became Maison Velde's most-shared body of work to date. Featured in It's Nice That and used as the foundation for their retail window installations across Europe.

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