COURREGES COURAGE AD CAMPAIGN

Courrèges Uses Brand Typography To Inspire The Public.

By Balthazar Malevolent

COURREGES COURAGE AD CAMPAIGN

On Monday, the artistic director of Courrèges, Nicolas Di Felice, welcomed the new year by placing an ad on the back page of the French newspapers Le Monde, Le Figaro and Libération, clearly showing the word "courage" in the classic typography of the company.

The newspaper advertising alone did not satisfy Di Felice. In the trendy Marais and Canal Saint-Martin districts of Paris, he had the word plastered on the firewalls of houses. This initiative comes as Paris continues to struggle with the devastating consequences of the Coronavirus Pandemic and is predicted to be without bars and restaurants long past the Parisian government's original reopening date of January 20.

"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 the first major step as creative director of Di Felice. He released a movie last month showing intimate moments of couples making out, including same-sex couples. Some of the house's most famous looks were worn by the models featured in this video. Both this video and the Courage campaign come before the March 2021 debut show of Di Felice.

Courrèges is wisely playing beyond the conventional boundaries of stereotypical marketing of fashion with the campaign. They clean the slate with a campaign that aligns with the times, the socially aware, and the modern age, taking a page from the Bansky playbook. And that takes real courage.

Courreges Courage Ad Campaign

In other news, Proenza Schouler Resort 2021 RTW collection. Proenza Schouler Resort 2021 RTW Collection Fashion Show photos from New York Fashion Week (Dec, 2020).

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