Creative Direction & Concept | Personal Project | 2016
What if models didnāt walk the catwalkā¦ but swam through it?
Inspired by a fashion show I once found boring (great women, dull runway), I imagined a Diesel collection launched inside a pool. Catswim was born: a bold activation idea where models dive in instead of walking out.
I tried pitching it to Diesel. They didnāt answer. So I pitched it anyway.
After years of silence, I DMād Nicola Formichetti (Dieselās Artistic Director) on Instagram with the concept. Still waiting on that call. In the meantime, we visualised it with a team of friends.
Concept & storytelling: Christophe Ducros
Illustration: Isabelle Alibert
Graphic design: Paul Brandreth