P001 → By Night
[Art Direction, Graphic Design, Strategy, Production]A project redefining Nighttime: Fashion’s Opportunity Beyond Partying and Sleeping.
Today’s fashion brands often overlook the potential of nighttime, focusing primarily on exclusive parties while storefronts remain dark and metaphorically ‘asleep.’ Consequently, much of nighttime fashion imagery continues to center on celebrity culture and nightlife. By Night aims to redefine how fashion brands engage with nighttime, moving beyond the binary of partying or sleeping. Rising global temperatures have driven the trend of Nocturnal Living, where cooler evening hours are embraced for work, leisure and daily routines. This shift presents a 10-hour window for fashion brands to connect with consumers in innovative ways. This project reimagines nighttime spaces and creates a new visual narrative for the fashion brand Ottolinger, exploring the untapped potential of the night beyond traditional associations.
Ottolinger’s All-Night Vending Machine.
Ottolinger is a fashion brand celebrated for its subversive glamour, use of rubber as a signature element and connection to club culture and dance music. I aim to reimagine the Ottolinger night experience by introducing a pop-up vending machine in Paris, open from 8 PM to 3 AM. This vending machine will feature the brand’s iconic rubber accessories and offer meditation music sessions, providing a new way to explore the city and foster community beyond nightlife.
Each accessory includes a map of Paris, featuring suggested nighttime walks, offering an alternative night activity beyond clubbing.
The vending machine screen showcases a shoot that explores the interplay of light and shadow in the nighttime cityscape, highlighting Ottolinger accessories and evoking a sense of mystique.
For those unable to visit the vending machine, Ottolinger has created a special radio station that broadcasts all the meditation music sessions and features the Parisian map with the nighttime walks, offering a democratic way to stay connected online.
Credits:
Art Direction and Production - Ines Lopes
Dital Painting - Inés Maestre
Photography - Isha van Dijk assisted by Anna Jacobs
Talents - Lieve A, Dana H
Styling - Moritz Hadelt, assisted by Elle Rusu
MUA - Emma Rosa
Hair - Gilino Yorks assisted by Leyla
Location - Studio Poly