3.PARADIS Release A Campaign Close To Home

The S/S 20 campaign images for the Paris and Montreal-based contemporary brand 3.PARADIS see creative director Emeric Tchatchoua return to the housing estate he grew up on in Paris' 15th arrondissement. Lensed by Rashidi Noah, the black and white photographs document the children who now frequent the estate, and the power of local community to foster the individual in order for them to thrive in a wider environment.

Spotlighting the responsibility of one generation to look after the next, the campaign signals to Tchatchoua's wider aims for the LVMH Prize nominated brand- using it to inspire the younger generation. "My purpose is to change and save young people’s lives the same way fashion saved mine" he explains. First released last year via a look book set on a pebbled beach where models embraced and played, the S/S 20 collection Three Little Birds, centres on the premise of love, empathy and unity through diversity. The collection includes suiting and shirts printed with a faded American flag, flying doves painted onto trousers and parkas, and a trench coat rimmed with raised hands, making a call for the coming together of a community in divided times.

Now seen in Noah's photographs, a model wears items from the S/S 20 collection whilst surrounded by the local children from the estate. The flying doves and raised hands find themselves across jeans, a parka jacket and windbreaker. 3.PARADIS is put at the centre of this community where babies are held on one hip by the slightly older children, and others stand with their arms around each other- the importance of looking after one another is introduced early on. In one image the children cover their eyes, in another they sit on bikes as if just caught for a moment's pause from playtime. Here, 3.PARADIS garments illustrate Tchatchoua's wider concerns in an artistic statement for the future.