Why everyone is talking about the new Courrèges campaign…
Selfies in urban mirrors, voice messages and WhatsApp: the Courrèges fashion house is overturning codes and imposing a new era of fashion communication.
An urban fashion show, mirror in hand
Gone are the polished studios and meticulous sets: for its spring-summer 2026 pre-collection, Courrèges transforms the streets of Paris into a catwalk. Models, equipped with their smartphones, photograph themselves in urban mirrors. The result: a raw, almost DIY visual campaign that captures the moment more than it freezes it. This Instagram-friendly aesthetic allows the brand to anchor itself in contemporary usage while cultivating a form of urban poetry.
The selfie, the new fashion gesture
This choice is not insignificant. It reflects the determination of Nicolas Di Felice, Artistic Director since 2020, to renew the image of the house while anchoring it in its time. This strategy redefines the relationship between brand and public: here, the gaze no longer comes from the photographer, but from the model herself. A simple, almost intimate gesture that blurs the lines between self-portraiture and brand strategy.
A home that speaks smartphone
It’s not the first time that Courrèges has blended technology and fashion. To promote its “Messager” fragrance in 2023, the brand had imagined a phone line to call to hear a poem. The result: an exchange on WhatsApp, a sample or even a bottle sent to your home. An atypical activation that created an emotional and sensory bond with the public, far from simple advertising teasing.
An orchestrated renaissance
Taken over in 2018 by the Artémis group (Pinault family), Courrèges is undergoing a veritable creative renaissance. And this campaign, with its assertive digital turn and urban introspection, is part of that dynamic. Without denying its futuristic heritage, the house reinvents the codes of luxury with an immersive, direct, almost tactile approach.
Also read: Roland-Garros 2025: a record cheque for the winner (and still visible inequalities)
