Background

Founded in 2013, Gioia Seghers is an eponymous high-end womenswear brand. Her world, rich in contrasts, blends generous volumes with tailored cuts in a refined, graphic aesthetic. Designed to last, each piece, crafted in Belgium, combines simplicity with sophistication. The designer pays particular attention to the movement of the female body, highlighted through noble materials and fluid lines.

Challenge

The project consisted in creating a campaign that revealed the drape, purity, and movement of Gioia Seghers’ all-linen capsule. The choice of black and white was essential: by removing the distraction of color, the imagery could draw the eye to what mattered most: the texture of the linen, the precision of the cut, and the fluidity of each gesture.

Our Approach

For the Summer 2016 linen capsule collection, we drew inspiration from the world of performance, especially from the dancer and choreographer Pina Bausch. The black background and monochrome treatment were chosen to focus the gaze on what truly matters: the texture of linen, the skin’s natural grain, the body’s movement, and the garments’ fluidity.