FRENCH DISORDER

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JAIME MERCANT

A collaboration with a French Fashion Brand

I used to make play on words on my Instagram and publish two words together to bring them more than two -and sometimes three- different meanings and interpretations. I created words like "CROSS/FAT" or "HOLA/DAYS" and my followers actually loved this period on my Instagram, because it was all about having fun. A French fashion brand stablished in Bordeaux saw my creations and contacted me in order to create a capsule collection with my "words", so I created "FIESTA/SIESTA" (they wanted something in Spanish and these two words are known in France, so everybody uses them), "SEXCUSE/ME" (I created this one thinking of a feminist anthem. I want women to ironically say "excuse me for being sexy, man" and empower them in order to make them feel sexy and proud about it)  and "MATERIAL/BOY" (this one is a tribute to Madonna's song ad fashion brand "Material Girl"). For the campaign, we had the very famous influencer "Gioboy" as model, which is one of the coolest things ever, as he matches perfectly with the concept and spirit of the brand. All the photos were taken by Javier Molero, one of the brand's founder.