A nostalgic journey, driven by sartorial passion, through the French clichés that so characteristically define Fursac, as lovingly chronicled by Charles Negre, may not be what you’d expect in a world so often focused on the austere and innovative. Yet, the charm of the familiar and the allure of the stereotypical have an undeniable appeal, especially when presented through the lens of a seasoned photographer and the heart of a quintessentially French brand.
This photographic voyage, titled “French Clichés,” is a true reflection of Fursac’s spirit – lively, playful, and drenched in an art de vivre that takes pleasure in the elegance of everyday simplicity. It is an enchanting expedition where croissants meet crisp shirts, where the vividness of diabolo-menthe swirls merrily within childhood memories, and where the crunch of a toast laden with salted butter resounds in harmonious accord with the cheer of red wine. Captured by Negre, these snapshots do not merely embody a brand or its lineage, they immortalize a French summer well spent and offer a timeless homage to the nostalgic pleasures that Fursac’s creative director, Gauthier Borsarello, holds so dearly.
Each shot is a reminder of life’s simple and indulgent joys, immortalized through the perfect blend of elegance and flamboyance – the very heart of Fursac. With each scene, we’re reminded of the balance between panache and comfort, the delicate dance between fashion and living, and the unique French flair that manages to combine it all. It’s not just about clothing – it’s a celebration of French lifestyle, from the rambunctious joie de vivre of a raucous night to the calming tranquility of a morning spent in solitude with a delectably buttery croissant and a refreshing diabolo-menthe.
No stone is left unturned in Negre’s exploration of French clichés. Even the Fursac man’s morning ritual – a light-hearted cure for a long night of celebration – is given its due in this delightful narrative. Delve into these playful depictions and let the series, through its lens and inherent narratives, transport you to the soul of French living, where fashion and lifestyle intermingle seamlessly.
Photographe: Charles Negre
Set design: Marine Armandin
Creative Director: Gauthier Borsarello
Artistic Direction: Ljbtn Studio
Production: Jean-Baptiste Romefort
Digital Assistant: Thomas Portevin
Light Assistants: Frédéric Congiu – Sandro Volpe
Set design Assistant: Lola Tual
Click on this link to read this article in French version