The concept is pure and sophisticated, reproducible internationally and heavily identifiable. It lays on chic and sober black and white visuals, above the brand logo, playing with the initials, impressive and majestic. Facing the imposing rigor of the logo, visuals of modern models with a strong personality follow one another. Promotion at points of sales, press releases, direct marketing... advertising, very aesthetic and identifiable in France and abroad, contributes to maintain and develop the image and the notoriety of the brand and constantly support the network of exclusive boutiques nationally and internationally.

For seven years, all the campaigns were realized by Greg Kadel, famous American fashion photographer who shot the biggest top models. His sensual, romantic and sometimes unconventional, colored or uncluttered snapshots have been published in numerous fashion magazines such as Vogue, i-D, The Face, Harper's Bazaar or Numero. Greg Kadel imposes to the models a vertical frame as if he wanted to force them to stand, to be mobile. He gives them a frontal frame with a close up to the model so they don’t get any superficial space, no margin, no hindsight, nowhere for them to escape.