The revival of Courrèges,  Parisian fashion’s ‘sleeping beauty’, continues with the launch of the house’s conceptual SS25 campaign.

The new season’s imagery, again shot by British photographer Mark Borthwick (regarded as key to the brand’s visual revival) is a “poetic variation” on Courrèges’ Carré Magique, we’re told. 

A “visual spin-off” of its previous campaign, SS25 “applies the principles of its collection to the reinterpretation of its signature setting”.  That means while AW24 used scale and colour to expand space, SS25 “extracts its storyline from the abstraction of a white background”. 

Sliced from the page, rectangular cutouts “act as windows onto the unknown intersections of geometry and reality” that breathe new light into the Courrèges world.

Borthwick’s recalibrated setting was imagined by house ‘scenography’ director Rémy Brière and Nicolas Di Felice. 

Perched in their individual, off-centre frames, the flared silhouettes of the season’s cast “evoke a moment in waiting, a cinematic composure”. And if the images aren’t self explantory, they feature “radiant skylines, youthful lovers, free spirits… bleached by sun-filled lighting and refracted luminescence, evoking feelings of nostalgia and romance”. 

Featuring the new seasons’ tailored denim separates, Carré Magique tops, leather blousons and its Holy Bag, the campaign’s styling reflects “warmth and serenity [and a] spirit of optimism”.