French womenswear retailer Comptoir des Cotonniers has abandoned its previous advertising campaign in favour of a new concept campaign for autumn 12 focusing on the “attitude” of its shoppers.
Representing a shift from its previous campaign entitled Mother and Daughter, which the retailer has used since 1997, the new campaign called Madame, Mademoiselle, Etc is about the sharing of fashion between women who are not necessarily from the same family.
According to Comptoir des Cotonniers the campaign showcases the retailer’s “values of sharing and closeness rather than family ties and legacy.”
The campaign was shot on the streets of Paris by renowned fashion photographers Claudia Knoepfel and Stefan Indlekofer and will roll out in two phases, the first from August to October and the second in November and December.
Below is a behind-the-scenes video showing the making of the new campaign.