Marithé + François Girbaud reprend la parole en presse avec l’agence La Chose, pour le troisième volet de sa campagne « No more seasons ». Cette campagne au double message, d’une part elle souligne le fait que le monde et ses codes changent et d’autre part que les collections de la marque ne sont plus saisonnières. Un double, voire un triple discours, qui s’accorde parfaitement à l’actualité américaine récente. Le photographe Steve Hiett signe pour la seconde fois la campagne, ici intitulée « Obama ».
Marithé + François Girbaud, la Chose together for change.
CHANGE FOR A BETTER CLIMATE – Climatic changes can prove to be beneficial
After the family photos of homosexual couples and the burial of a snowman, “Obama” is the third billboard campaign for Marithé + François Girbaud on the theme of “No more seasons”. “No more seasons”, meant literally as climatic changes and fashion collections are no longer really seasonal and are more “Autumn-Winter-Spring-Summer” all at once, but also meant metaphorically in that we live in a world where codes are disappearing, references are evolving and norms are changing. Today the message reflects the current political climate as the codes and references of the Americans are about to be revolutionised. In this ever-evolving and changing world, Marithé + François Girbaud, who have always sought to break with convention and codes, are celebrating this historical time of change. More than 25 years ago, the hip-hop movement adopted the brand and a new style became apparent. The message “Change for a better climate” was chosen in order to express how, in certain contexts, “climatic changes can prove to be beneficial”. Marithé + François Girbaud and the ad agency la chose are taking their commitment one step further by playing with codes: the blue colour of the logo, the signature that starts with “Change” – little references that those in the know will recognise. This audacious and committed approach is signed by the photographer Steve Hiett. The posters feature a photographic savoir-faire that we have seen in fashion magazines around the world. He captures reality like William Klein, Guy Bourdin or Robert Franck. He lives between Paris, London and New York. He first wanted to be a painter, having studied painting, but became a musician, a career he abandoned to become a photographer. An understated rocker in the 70s, during the 80s he became an emblematic figure in the fashion world and to this day remains much copied but never equalled. He is working for Marithé + Francois Girbaud “No more seasons” campaign for the second time.
