CAMAIEU
« Away From Work »
2021. Camaïeu didn’t wait for inclusion to become a buzzword; they’ve been offering fashion for all women, regardless of style, age, morphology or purchasing power since 1984. Well established on the French territory with more than 500 stores, Camaieu is the ready-to-wear brand closest to French women. Their mission is to offer to all women ways to feel good, pretty and strong on their day-to-day, regardless of their way of life. As the years went by, the French brand has created loyalty with its customers by offering: superior quality at an affordable price and diverse styles within feminine fashion that’s easy to wear daily, to give them self confidence as well as pride in their own personalities.
Souen participated in the development of the campaign, working closely with Georges Mohammed-Chérif. He entrusted her with the role of Creative Director, guiding the creatives, producers, directors, and photographer in the creation of an entirely new brand territory.
In addition to creating the billboard campaign and the brand film which was launched on TV and digital platforms, Souen contributed to the new visual identity, including a new logo, graphic guidelines for the lookbooks, and a new editorial direction for social media. This large-scale project was completed over nine months as a freelance engagement.
