The story

Galeries Lafayette is a Parisian icon and a global brand, with a rich history of leading the conversation. But after 14 years of the same look and feel, it needed reinvigorating. The new brand direction needed to engage Parisian and global audiences and bring new energy, all while staying true to the brands heritage. Not a reinvention, but a vibrant new chapter. 

Our answer was “Le Nouveau Chic” a proclamation, an invitation and nod to both the brand heritage of discovering and setting the fashion agenda, and the famous Art Nouveau Dome of Galeries Lafayette Paris Haussmann. Crucially it was undeniably French in spirit, while being easily understood by tourists and global audiences. 

This central line set the direction for multiple integrated campaigns, publishing, social and content and even talent strategies, with campaigns featured fresh French talent, in front of and behind the camera. The rebrand included print, OOH, TV, digital, social advertising, two new magazine concepts, merchandise, and sale concept, and by its nature easily adapted for new season and Christmas campaigns. 

The project helped Galleries Lafayette reassert its roots as a leader in fashion innovation, re-energised a Paris legend, and winning back customers, local and global, new and old.