All work
Case study — 04
Maison Vaire
Client
Maison Vaire
Year
2025
Discipline
Art Direction
Type
Fashion Campaign
Palette
Season campaign and lookbook for an independent Lisbon label. Saturated sets, hard flash and casting that put character before polish.
Maison Vaire makes loud clothes for quiet people. Their previous campaigns played it safe, and the garments disappeared into beige backdrops and polite poses.
One colour per look
Each look was paired with a single, uncompromising backdrop colour pulled from the garment itself. Hard on-camera flash flattened the scene into something closer to a poster than a photograph.
We cast friends, musicians and a retired tailor, and let them choose how to stand.
Taste is just fear with good lighting. We turned the lights up.
Fig. 02 — Details from the final system.
The lookbook doubled as a printed poster series sold in-store. The campaign was picked up by three independent fashion titles and the label’s autumn run sold through in five weeks.
5 wks
Full sell-through
3
Editorial features
+64%
Store footfall
Art Direction — Ines Morel / Photography — Ravi Okafor / Styling — Marta Sá
