For the upcoming autumn/winter season, Parfois has decided to invest in a campaign that reveals a more intimate perspective of the brand.
Using the Theatre of Bolhão in Portugal as a backdrop, it invited French actress Norah Lehembre to take the leading role in the ‘first act’ of the new season.
Beautiful, sexy, irreverent, mysterious, authentic and in love with theatre, the Parisian transports us to the ecstatic feeling before going on stage through the lens of Italian photographer Ilaria Orsini.
Starting from a ‘belong here’ concept, the accessories brand builds a campaign based on the world of show business.
Walking through the aisles of the theatre, Lehembre is the embodiment of the Parfois woman, a woman who takes on different roles, follows fashion trends yet does not lose her nature and personal style.
The story culminates when Lehembre decides to risk and takes her place on stage.
Parfois’s proposals for the new season are six and live in an environment that is both theatrical and minimalist: new romantic, retro future, playful minimalism, female warriors, oriental express and shades of black.
Designed for sophisticated women, the Oriental Express look captures wealth and tradition in a palette ranging from grey, blue, purple and brown to brighter tones such as yellow, mustard or burgundy.
Rich fabrics, embroidery and brocade, suede and snakeskin are combined with stones, beads and sequins in handbags and evening bags.
On the other hand, the jewellery is a reinvented classic, where pearls are used in a mix of shades with antic silver finishings. The use of hematite crystals appears as the main novelty.
The ethnic inspirations of the summer appear reinvented for the cold season in the New Romantic range, a more folk, rich, relaxed and feminine trend.
Designed for sophisticated women, the Oriental Express look captures wealth and tradition
Wool, leather and real suede are the stars of this line, together with fringes, patchworks and embroidered flowers. The novelty is the fabrics designed by the creative team and produced manually in India.
Jewellery is upgraded with semi-precious stones and real ones, using a mix of matte and light gold in the finishing touches.
With clean lines and a winter palette ranging from night blue, burgundy, dry green to more pastel tones, Female Warriors takes a minimalist aesthetic look where details and finishes take centre stage.
The quilted texture in the Biker range is the highlight in the collection of handbags, which become the shield of the woman who wants a simpler look.
The masculine and androgenous side of the trend appears in lace-up shoes and felt hats with metallic details. Jewellery comes in several materials, wires, stones and wood, with matte gold being the novelty.
Retro Future is a return to the future where colour is used boldly, mixing pastel tones with darker colours and metallic leathers.
Plastic appears reinvented with the cracked effect technique in jewellery, acrylics with geometric motifs and embedded in glitter in evening bags, while handbags send subtle and fun messages in a more relaxed and teen wave. Retro is marked forcefully in some models of metal-rimmed glasses and lenses in gradient.
Strong colours blend with zebra prints in playful minimalism. Materials like artificial leather, fur and patent leather are combined in a fun and youthful way.
Parfois outlets can be found in Valletta and at Arkadia, Victoria.