Slow Curtain Raise: Theatrical Fashion Collage Campaigns with Fidan Novruzova
Pretending I get to collaborate with one of the coolest brands.
Fidan Novruzova, a fashion brand born in 2020 by Azerbaijan Designer, based in Paris, creates sculptural pieces rooted in craftsmanship and exaggeration. Seriously, she can do no wrong…I’ve been a massive fan of her designs ever since I stumbled upon it.
And if I thought this brand couldn’t get any cooler, Fidan Novruzova recently revealed their SS25 Campaign Shoot titled ‘La Vitrine’ (translation: the window) which showcases mannequins dressed up in their latest collection, poised in the most dramatic way, styled to perfection *cue the ooh’s and ahh’s*.
So I took it upon myself to create a collage campaign to see where my creativity and imagination would take me. I led with the mannequin-centered aesthetic, maintaining the brand's contemporary style but bringing in Parisian elements to tie my creative vision together in a hybrid-style approach. I thought Paris was fitting since that is one of their operation bases.
CONCEPT: Parisian Theatre, early 1900s
LOCATION: Théâtre des Variétés, Paris
VISION: To create a fusion of dreamlike and theatrical collage campaigns while playing with different figures and scalability, but keeping it quite minimal to let the product take center stage.
The striped poster against the retro illustrations is a nod to French mime culture. Moving onto the red curtains and checkered floor where the mannequins have their moment to shine, and giving the audience time to take in each look! Then we have Jean-Charles Deburau gazing peculiarly at the the signature metallic convertible mule-pumps, and the same concept with a different emotion and mini-mannequin popping out of the shoe.
And again, having fun with pictures of Jean-Charles Deburau who was a French mime. The images I’ve used are from a photoshoot of him portraying a character called 'Pierrot', shot in 1855.
I found a mannequin that had almost the same pose as the mime, so I thought that was quite fitting to pair these two together!
To bring this home, I would create promotional visual assets, such as theatre tickets, etc., that the brand could use for marketing purposes (but lets save that for another day, perhaps!).
Tell me, did I miss the mark or did you enjoy this concept?
Slow curtain, the end.