Celine’s creative director, Hedi Slimane, continues to showcase his love for the French Riviera with his latest collection. The campaign for Celine’s Printemps-été 2023 line, “La Collection de Saint-Tropez,” was shot along the coastline of the famous French town. Slimane, who moved to Saint-Tropez upon his arrival at Celine in 2018, has a deep affection for the area, which is reflected in the collection.
For the occasion, Celine customized a vintage Mini Moke vehicle that has become an emblem of Saint-Tropez. The small beach car, originally designed for military purposes in 1964, has since become a symbol of freedom and leisure for many seaside towns. The car was famously driven by French actress Brigitte Bardot in Saint-Tropez. The vehicle has been customized with a Triomphe wooden steering wheel, a Triomphe canvas hood, and a dashboard featuring tan leather elements. The seats are made of wicker, and the spare wheel on the back has a wicker cover. A golden Triomphe signature can be seen on the wheels and gear shift.
This unique campaign encapsulates the essence of Saint-Tropez and its iconic history, which Slimane has come to appreciate and admire. The collection and the vintage Mini Moke are a tribute to the spirit of Saint-Tropez and its timeless style, which has been embraced by fashion and culture enthusiasts for generations.
