Haute Couture does not need to be old-fashioned at all: With the digital presentation of his Haute Couture collection for spring/summer 2021, French designer Alphonse Maitrepierre shows that even high end fashion can be presented in a modern, appealing–and resource-saving–way.

Titled "Madeleine", the collection itself is a tribute to Madeleine Castaing, the famous antique dealer and interior designer. The namesake video is the 
result of a collaboration with 3D artist Adem Elahel and sound artist Hugues Tonnet.


"It was during the second confinement that the idea of this collection came to me. At that time, for the second time, we all found ourselves locked up at home again. I wanted to make silhouettes that spoke about confinement, but not in a sad or frightening way, quite the contrary. For weeks we watched videos of people dancing at home, going for a walk, playing sports, arranging their space, having fun.
It was important for me that these «Dadames» were a bit like our avatars, who with time become one with the decor around them. Thus, we can find hybrid pieces such as a comforter suit, a parquet dress, a vase bag, a sofa coat, and a hanger bag to name a few," says Maitrepierre about the visual concept behind the 3D video.



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