'Holy Bag' Spring 2024 Ad Campaign

Review of Courrèges ‘Holy Bag’ Spring 2024 Ad Campaign by Creative Director Nicolas Di Felice with Photographer Drew Vickers

The Courrèges Spring 2024 ad campaign for the ‘Holy Bag’ under the creative direction of Nicolas Di Felice, captured by photographer Drew Vickers, is a striking visual narrative that redefines minimalism in high fashion advertising. Vickers’ expertise in harnessing the power of simplicity shines through each image, presenting the Holy Bag as not just an accessory, but a statement of elegance and geometry.

With a focus on the circular handle—a definitive aspect of the bag—Di Felice emphasizes the continuity and unity that the shape represents. The circle is not merely an element of design but is symbolic of the brand’s ethos, representing a seamless fusion of past and present, indicative of Courrèges’ dedication to symmetry and superior craftsmanship.

The use of negative space within the campaign is masterful, allowing the Holy Bag to resonate as the focal point, unchallenged and pure. This artistic choice encapsulates the brand’s aesthetic—understated yet commanding. The color palette is both contemporary and timeless, aligning with the overarching theme of Di Felice’s collections.

Each model in the campaign seems suspended in time and space, lending an otherworldly quality to the visual presentation. This clever positioning accentuates the versatility and transcendental design of the Holy Bag, suggesting it’s suitable for every occasion and no occasion simultaneously, surpassing temporal trends.

The campaign is a testament to the enduring legacy of Courrèges. It underscores the brand’s commitment to innovation while staying true to its iconic principles. It’s a harmonious blend of artistic vision and commercial appeal, reaffirming the Holy Bag as not only an item of luxury but also a piece of wearable art that stands as a symbol of collective identity within the Courrèges universe.

Courrèges Creative Director | Nicolas Di Felice
Art Director | Bruce Usher
Photographer | Drew Vickers
Models | Camille Chifflot, Ying Ouyang, Megan Megambe,& Axel Gay
Stylist | Marie Chaix
Hair | Akemi Kishida
Makeup | Anthony Preel
Casting Director | Piergiorgio Del Moro & Helena Balladino

Editorial Director | The Impression