The Officine Générale SS24 campaign, as articulated by Pierre Mahéo, is a celebration of lightness, optimism, and simplicity. Mahéo’s vision for the collection was to strip away excess and focus solely on the material, aiming to create a distinct language of simplicity that permeates the season. He sought to subtract rather than add, finding that simplicity could be both a design ethos and a philosophy of life. This introspective approach transformed the stylistic exercise into a deeper exploration of personal expression and behavior, extending beyond clothing into a broader lifestyle statement.
In collaboration with English photographer Laurence Ellis and image director Nina Maheo, the SS24 campaign brings Mahéo’s vision to life through imagery. The essence of simplicity is translated into visuals by capturing softness and working with light to emphasize a sense of tranquility and intimacy. The choice of location, a quiet alcove isolated from the bustle of the world, further reinforces the theme of stripping away distractions to focus on the essential. Against this setting, the subjects—perhaps reflecting Mahéo’s philosophy—are presented not as models but as individuals connecting with each other and their surroundings.
The campaign’s imagery is characterized by hand-printed, black-and-white darkroom photographs, adding an element of authenticity and timelessness to the collection’s narrative. The styling by Giovanni Dario Laudicina complements this aesthetic, described as “very French” and inspired by cinematic references. Through this attention to detail and the pursuit of authenticity, the campaign not only showcases the clothing but also conveys a deeper narrative about simplicity, connection, and the beauty of life’s quieter moments. Overall, the Officine Générale SS24 campaign serves as a visual and philosophical exploration of the power of simplicity in both fashion and life.
