Courrèges Finds It’s Courage with Hopeful New Year’s Ad
Courrèges Uses Brand Typography To Inspire The Public
Nicolas Di Felice, creative director of Courrèges, welcomed in the new year by running an ad on the back page of French newspapers Le Monde, Le Figaro and Libération on Monday simply displaying the word “courage” in the brand’s iconic typography.
Di Felice was not contented with the newspaper ads alone. He had the word plastered on the sides of buildings in the fashionable Marais and Canal Saint-Martin districts of Paris. This campaign comes while Paris is still dealing with the devastating effects of the Coronavirus Pandemic and should expect to be without bars and restaurants well past January 20th, the initial reopening date given by the Parisian government.
Since its creation 60 years ago, optimism has been at the very heart of Courrèges. In 2021, we stand for hope and togetherness. We wish you love and courage for this new year. We painted courage on blank spaces, and printed courage on blank pages for new beginnings, hopes and dreams.
– House of Courrèges
This campaign comes after Di Felice’s first big move as creative director. Last month, he released a film showing romantic moments of couples, including same-sex couples, making-out. The models featured in this video were wearing some of the house’s most iconic looks. Both this video and the Courage campaign come before Di Felice’s debut show set for March 2021.
With the campaign, Courrèges is wisely playing outside the traditional parameters of stereotypical fashion marketing. Taking a page from the Bansky playbook, they are cleaning the slate with a campaign that aligns with the times, socially conscious, and digital age. And that takes real courage.
Courrèges Creative Director | Nicolas Di Felice
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