Icosae Have Taken A Different Approach To The Normal Clean-Cut Ad Campaigns We See For SS18

For their SS18 Ad Campaign, they have used real people in their homes taking mirror selfies. Valentin Glémarec, the Artistic Director of Icosae, said that he wanted it to be relatable so that the customer has a real idea of the clothes in a way that allows them to imagine themselves in them. Advertising the clothes on real people in their homes gives it a very personal feel.

‘I wanted to have a very actual point of view and take the opposite stance of the very
polished campaigns. I took a moment to look at the behaviors of people and thought that
what define the best today’s society and how the generation represents itself is the selfies.’ – Valentin Glémarec.