Courrèges' urban poetry is written on Parisian asphalt in its SS26 pre-collection The new campaign directed by Nicolas Di Felice comes to life without a studio, without filters, but always with style

Why settle for a sad and monotonous white background when you can use the streets of Paris as your backdrop? A question posed by Nicolas Di Felice, who just presented the SS26 pre-collection from Courrèges through a homemade, simple yet effective campaign. An iPhone, a mirror, great outfits and 18 friends ready to help out: that’s all the creative director of the French house needed to convince us to spend our next paycheck on his backless bodysuits, candy pink mini dresses and slit skirts — a preview of what he’s preparing for his SS26, expected to be shown in Paris next September. 

Short skirts in the front and long in the back (bringing back those “high-low” dresses we loved in 2010 — maybe a recession indicator?), batwing-sleeved jackets with high collars, and basics like tank tops, t-shirts and simple yet well-cut trousers — the collection is an open love letter to successful simplicity, to controlled spontaneity. The kind that’s balanced, not too much, not too little. The collection is indeed a mirror of Nicolas Di Felice’s creative mind, who continues to master silhouettes blending athleticism with elegance, seriousness with nonchalance, masculine with feminine.

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Di Felice is not the only one opting for a lo-fi, homemade, no-fuss campaign without heavy production. Last December, Balenciaga already took over the streets of Paris for the Pre-Fall 2025 campaign shot by Juergen Teller. Also in December, the House under Demna unveiled another campaign, not outdoors this time but just as spontaneous, shot directly with the creative director’s iPhone. An idea picked up by Jacquemus, who last June collaborated with Apple for his La Croisière collection, also entirely filmed on iPhone. A phone and a dream might just be the next slogan pinned to every creative director’s moodboard for upcoming campaigns? We’ll see. In the meantime, we’re already clearing space on our phones to screenshot and save every Courrèges piece we’re already dreaming about in our wardrobes.