Cedric Viollet x aritzia

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Cedric Viollet x aritzia 2

Cedric Viollet x aritzia 4

Cedric Viollet x aritzia 5

Cedric Viollet x aritzia 7


One day. The Ville-Lumière. One gorgeous model. 11 shots to deliver.

More like a plot for Mission Impossible, rather than Everybody Says I Love You! Machas’ Cédric Viollet was called by Aritzia to complete the mission and create a sugar-free holiday-inspired fashion shooting for its new digital magazine.

Aritzia, the North American fashion store with more than 41 outlets in US and its native Canada, has just launched its online magazine and has called in experienced Nylon editor to populate the pages with compelling fashion editorials shot by the best photographers, as well as exclusive interviews with performers from all over the world. 

Nothing says more than holiday-season than Paris but the concept was to capture super-star model Laura Kampman (the face of Balenciaga SS12 and Agnés B.‘s campaigns) in a stereotype free environment. We started first thing in the morning shooting close to the Canal Saint-Martin. A cold wind was sweeping the bridge and although it was the very same spot where the movie Amelie was shot, Miss Poulain was a fading memory in the background. Despite the freezing temperatures, Laura was a real trooper and didn’t even utter a complaint (“It’s OK, I’m Dutch…”), whilst Cédric was making sure to be as quick as possible.

We then moved in the studio and the shots were nailed one after the other, as quick as the outfit were changed, making it possible for Cédric and the whole team to deliver 11 shots in less than nine hours.

You can see the result (and shop the collection is you fancy) here


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