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Camaieu: Away From Work, 7
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Camaieu is ready to be the favorite brand of French women once more. To manifest this vision, they asked their agency Buzzman to reshape their brand’s identity and develop a 360° campaign to stake their claim on a ready-to-wear market that’s increasingly lethargic and disconnected from real life. The audacity goes even further: the print campaign and ensuing brand film don’t show any Camaieu clothes whatsoever. The aim is to focus on everyday women, each assuming their own roles, beauty and power, and not on untouchable heroines. Camaieu didn’t wait for inclusion to become a buzzword; they’ve been offering fashion for all women, regardless of style, age, morphology or purchasing power since 1984. Well established on the French territory with more than 500 stores, Camaieu is the ready-to-wear brand closest to French women. Their mission is to offer to all women ways to feel good, pretty and strong on their day-to-day, regardless of their way of life. As the years went by, the French brand has created loyalty with its customers by offering: superior quality at an affordable price and diverse styles within feminine fashion that’s easy to wear daily, to give them self confidence as well as pride in their own personalities. The print version of this campaign doesn’t exhibit any of the brand’s clothes, proving Camaieu is a brand that focuses on empowering women with thoughtful consideration of their roles in society. Together, they are represented as active and charismatic women emblematic of their jobs and their uniforms – midwive, firewoman, lawyer, beekeeper, cooker, the women “next door”… spotlit but not idealized. Because for Camaieu, fashion is not an industry of dreams, but a utility for real life, that helps women to feel proud in their daily lives.
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