03.10.10

Marithé and François Girbaud "Crazy World" ad

Print Ads, Consumer

French fashion design duo Marithé and François Girbaud have released a new set-photography campaign showing off their stonewashed denims and street-chic clothing and shoes. Paris agency La Chose commissioned fashion photographer Steve Hiett (his fourth season with Girbaud) to turn the world on its head—presenting the Spring Summer 2010 Collection with a hint of social commentary. Models appear in a world in which the sky is the ground with text that reads both ways, providing a cue for readers to re-examine their visual code and wonder about what’s happening to the world’s values and standards.

Pierre Dupaquier/Clément Durou, art directors/writers; Pascal Grégoire, creative director; Steve Hiett, photographer; Grannon, editor; Christine Brossart, art buyer; Eric Tong Coung/Florence Couvidat/Bénédicte Muller, account managers.

www.lachose.frwww.girbaud.com