Courrèges Fall 2024 Ad Campaign

Review of Courrèges Fall 2024 Ad Campaign by Creative Director Nicolas Di Felice and Photographer Mark Borthwick with models Mona Tougaard, Loli Bahia, FeiFei Sun, Nataša Vojnović, Jeanne Cadieu, and Ayo Hassan

Courrèges says a lot by doing a little with its striking and minimal Fall 2024 campaign, created in collaboration with photographer Mark Borthwick.

The imagery continues the minimalist streak across the brand’s recent campaign streak that makes great use of white space – the ultimate typographical luxury. This time, the compositional playfulness and sense of scale is deepened, while color is intentionally introduced to sharpen the graphic narrative. In many of the layouts, much of the page is dominated by a rectangle of off-white, black, or red, while a model who wears a matching monochrome outfit and is dwarfed in size by this monumental geometric entity perches atop it. These images are paired with other shots of the models in the studio space that are more zoomed in, creating an exciting sense of spacial tension and compositional depth.

The campaign achieves an impressive amount of visual complexity and impact with such minimal elements. It’s a fitting approach for the vision of Courrèges from creative director Nicolas Di Felice, whose minimal, angular, and subtly retrofuturistic work exudes a similar spirit of thoughtful and quietly detail-focused directionality. And building on previous chapters, the brand’s image comes into even sharper focus.