At the end of 2022, the Sonia Rykiel house took part in a workshop with the Art Direction/ Fashion Image Masters students of the Institut Français de la Mode. Coming from all over the world, 18 students follow a program featuring various practical workshops designed to guide them in their discovery of the different aspects of art direction in fashion. 

What was their Rykiel challenge?

The conception and production of an advertising campaign for the brand, targeting the under-35 generation, using the Rykiel Forever capsule collection of knitted and striped essentials. Six groups of three students have proposed their take on the brand and their vision of the best way to engage with their generation.

Project Director: Christophe Renard (@christophe_renard) x IFM @ifmparis @ifmfashionma

An ode to the youth and Sonia Rykiel. Based on the ideas of love and joy this campaign wants to show that more than alive, the Rykiel heritage is still vibrant. As the youth the brand belongs to the street and to the city.

Creative team : @samuelbenmoussa_ @umassei @kayaayse Photographer : @tugberk_acar MUA : @chloecourtier_mua Models : @ianteeee @antoinewaldner @fannyvilh @ninadanese @gandolfielena @kandysse_ Vincent

Through their campaign, the students wanted to engage the audience of Sonia Rykiel to match the understanding and the speed of the evolution of the new generation, spreading the values of the modern woman.

ART DIRECTORS @aveuglance @bekindsaint @laurasanchezmassaneda Photographer @aveuglance Assistant photographer @byloucohen MODEL @alyxkarlier Stylist @diane.serfati / Styling Assistant @coppeliaaaa 

« Who the hell is Sonia Rykiel? » is a song wrote by Malcom Mclaren and Sonia Rykiel in the 90’s. From this title we got inspired by the mysterious aspect of Sonia Rykiel and we tried to question the Identity of Sonia Rykiel’s woman and community trough a campaign.

Art direction: Ambre Billaud @ambre_bld_ , Elena Gandolfi @gandolfielena , Lou Cohen @byloucohenm Photography : Lou Cohen @byloucohen Assistant photography: Dylan Benzaqui @aveuglance Styling: Ambre Billaud @ambre_bld_ , Elena Gandolfi @gandolfieena Makeup artist/ Hair stylist : Laurie Moulard @lauriemua9

This tribute book inspired us to bring foward the Voice of the brand lovers. We wanted to pay tribute to Sonia Rykiel by giving a Voice to the brand lovers, as if it was a person speaking. We wanted to create a catchy slogan, a campaign and an activation to address the fans the brand already has, but also to question, provocate or attract new brand lovers.

Alizée, Victoria, Anna Gloria (creative team) Thomas DHERTE @thomasdherte (photographe) Sevil TAI @seviltai (make up artist et hairstylist) Beaudine Jael DREVEL @beaudinejael (model) Agustina MONTIEL MORENO @agustinamontielmoreno (model) Manon CHERUZEL @dollopmay_ (model)

Who is the Rykiel woman : Independent, free, but most of all, naughty. The goal of their different approaches is to reach different generations, linking them around the Rykiel identity.

Emilia Miranda - @mielsssss Zdenek Holecek - @zdenek_marek_ Céline Ferrié - @celineferrie Photographer: Justin Chiron - @justinchrn Makeup artist: Anthony Reinhard - @anthomakingup Models: Patricia Vigorosa « the mother » - @nahia_vigorosa Lorna Susnjar « the daughter » - @lornasusnja

Embrace the iconic spirit of Sonia Rykiel with playful seduction in a sophisticated way.

Art direction: Nina Olivier (@olivierrnini) Mathieu Vercruysse (@mathieu_vercruysse) Nicharee Wiwatcharoenkul (@waaanh) Model: Sophie Raynard (@sophieraynard) Photographer: Semi Yang (@semiyang.jpg) Make-up: Nina Olivier (@olivierrnini)