Review of 3.Paradis Spring 2021 Ad Campaign by Creative Director Emeric Tchatchoua and Photographer Rashidi Noah
3.Paradis takes a bite out of summer with a new campaign for Spring 2021 by photographer Rashidi Noah.
The work of Emeric Tchatchoua, the menswear label’s founder and creative director, is rife with symbolism, while at the same time maintaining a sharp focus on sophistication and practicality. Noah’s campaign imagery embodies both of these aspects, finding poetry and playfulness while keeping things clean and simple to capture the strength of Tchatchoua’s designs.
Noah’s photographs draw influence from the world of surrealist painting, most notably René Magritte. But here, Noah paints with bodies and space. He positions his models in abstract, poetic vignettes that are full of energy and character despite maintaining an elusive, abstract quality. Magritte’s influence can especially be seen in the motif of apples, which form repeating patterns – in keeping with the collection’s ubiquitous use of monogram – or are used to conceal. The appearance of the fruit also gives a rhythmic burst of bright, summery color.
Strikingly simple yet poetically complex, the campaign is perfectly ripe for a peculiar and joyful summer.