MAITREPIERRE MIMESIS

FILM

Created for Maitrepierre’s Spring/Summer 2020 collection, "Maitrepierre Mimesis" imagines the fashion campaign as a playable world.

A group of girls enters the film as if they were characters selected from a video game. Presented through graphic player cards, each figure appears with her own look, accessories and visual identity, turning the collection itself into a fictional cast of avatars.

Inside the game, the characters begin to inhabit a strange, playful world inspired by Alice in Wonderland. A giant cat appears through architectural openings. Bodies seem to bloom when watered. A simple touch activates unexpected objects. Everyday situations become absurd, psychedelic and slightly surreal.

At the centre of the story is Maitrepierre’s controller-shaped handbag. Used like a gaming device, it becomes the object through which the characters seem to enter and manipulate their own imaginary world.

PROCESS

Created in collaboration with Studio L’Étiquette, Alma de Ricou and Manon Engel for the photographic campaign, the film was shot in an industrial studio in Ivry and entirely filmed with a Steadicam.

Large green screens were installed directly inside the concrete arches of the existing architecture. Rather than hiding the production device, the film alternates between the raw set, the visible chroma screens and their digitally composited transformations.

The green surfaces become portals and oversized screens through which animated motifs, graphic creatures and elements taken from the collection appear. In post-production, chroma key compositing and motion graphics were used to extend the physical space and transform the models into characters moving between the real set and a fictional gaming interface.

The opening character-selection sequence was created from full-body images filmed on a rotating platform, presenting the silhouettes, shoes and accessories as if they were playable characters inside a game.

Through Steadicam movement, green-screen compositing and graphic interface design, Maitrepierre Mimesis turns the fashion film into a playful mise en abyme — a game in which the models gradually become the avatars of the world they are playing.