LEMAIRE — IN SITU

Creative proposal developed for LEMAIRE

Fashion Image Master's Graduation Project,
Institut Français de la Mode (IFM), Paris, 2026

Presented at Fondation Azzedine Alaïa, Paris,
as part of the Institut Français de la Mode
Fashion Image programme

Role

Creative Direction · Concept Development · Brand Communication Strategy · Art Direction · Casting · Styling · Creative Production

Deliverables

Film · Editorial Photography · Printed Newspaper

CONCEPT

IN SITU explores how fashion imagery can extend a brand's cultural presence beyond physical retail spaces, positioning it as a mediator between a global brand identity and locally lived experience. Developed as a creative proposal for LEMAIRE, the project investigates how garments can create meaningful connections across cities, cultures and creative communities.

Unfolding through a series of collaborations in Warsaw and Copenhagen, the project follows artists and makers within the environments they inhabit, creating a dialogue between clothing, place and creative practice. Through film, editorial photography and a printed newspaper, IN SITU proposes a model of brand communication rooted in cultural exchange, movement and local identity.

02 — Artists

ADAM HUCZKA
Artist, Polish National Ballet

ZUZANNA WUDARSKA
Multimedia Artist, Academy of Fine Arts

CHAPTERs

01 — Films

KARLA RAVN
Handweaver

03 — Newspaper

CREDITS

Art Direction, Casting & Styling — Kama Krystel

Videography — Rachelle Simoneau, Axel Brand
Photography — Rachelle Simoneau, Maya Matsuura

cast — Adam Huczka, Karla Ravn,
Zuzanna Wudarska (Art Faces)

Editing — Erin Bowser, Axel Brand

Colour Grading — Felipe Arias Vasquez
Print Design — Alexis Zacchi
Illustrations — Dejana Marković
Motion Design — Magda Benda

Mentors — Luna Picoli-Truffaut & Stéphane Wargnier