"CONVERGENCE" CAMPAIGN

“CONVERGENCE”, A COLLECTION THAT BRINGS DREAMS TO LIFE.

IN COLLABORATION WITH SECOURS POPULAIRE FRANÇAIS, DR. MARTENS, LVMH, YKK.

FOR THE FIRST TIME, A FASHION BRAND HAS TEAMED UP WITH SECOURS POPULAIRE FRANÇAIS TO CREATE A UNIQUE COLLECTION, BORN FROM THE SHADOWS BUT INTENDED TO SHINE. MORE THAN A CLOTHING LINE, IT IS A COLLECTIVE WORK, A TEXTILE MANIFESTO SHAPED BY THE BENEFICIARIES AND VOLUNTEERS OF THE ASSOCIATION.

A COLLECTION FOR ALL THOSE WHO WANT TO DREAM, ESCAPE, REINVENT THEIR REALITY. EACH PIECE IS MADE EXCLUSIVELY FROM CLOTHES SAVED FROM OBLIVION, FABRICS SET FOR DESTRUCTION, TRANSFORMED INTO SYMBOLS OF RENEWAL. THE TEXTILE SHOPS IN THE CITY HAVE OPENED THEIR STOCKS, OFFERING HABERDASHERY AND RAW MATERIALS LIKE FRAGMENTS OF A HISTORY TO BE REWRITTEN.

INSPIRED BY THE PASSAGE FROM CHILDHOOD TO ADULTHOOD, THIS COLLECTION FOLLOWS THE CYCLE OF RECYCLING: RENAISSANCE, TRANSFORMATION, AFFIRMATION. THE SHINY ELEMENTS, STUDS, RHINESTONES, METALLIC TEXTILES EVOKE THESE CANS WHICH, BEFORE BEING LABELED, SPARKLE UNDER THE NEON LIGHTS OF THE FACTORY. LIKE THEM, OUR CREATIONS COME BACK TO LIFE BEFORE STARTING A NEW JOURNEY.

THIS COLLECTION IS A CRY. A CHALLENGE. A REVOLUTION WHERE PUNK MEETS MILITARY RIGOR, WHERE ADOLESCENCE LEAVES ITS MARK ON ADULTHOOD. A MANIFESTO FOR THOSE WHO REFUSE TO BE FORMATTED, FOR THOSE WHO STILL DREAM.

HERE, THE SOFIEN ABED HOUSE DOES NOT JUST DRESS. IT TELLS, IT REPAIRS, IT UNITES.

THE SETTING OF THE SHOOTING, INSPIRED BY A SUPERMARKET HAUNTED BY REBEL SPIRITS, SYMBOLIZES THE REVOLT AGAINST MASS CONSUMPTION AND STANDARDIZATION. BETWEEN PALE NEON LIGHTS AND DESERTED RAYS, THE IMPOSING AND ANDROGYNOUS SILHOUETTES WANDER LIKE INSURGENT GHOSTS, REWRITING THE CODES, IMPOSING THEIR OWN NARRATIVE.