Maison Amarante
“La chaleur d'un trait pur.” A launch for a limited knitwear collection.
- Year
- 2026
- Category
- Branding
- Discipline
- Campaign · Branding
- Client
- Maison Amarante
Overview
Launch campaign for “Lignes d'Hiver”, a private collection limited to 300 numbered pieces by Maison Amarante, a premium ready-to-wear house specialising in cardigans and structured knits made from eco-responsible materials.
Challenge
Create desirability and rarity, showcase the material and drive sign-ups to the private list — with a three-colour palette, an elegant serif, a sans serif for secondary text and an A·M monogram drawn with a strand of wool.
Direction
A cardigan starts with a single thread. The campaign takes that thread literally: it becomes the line of the monogram, the rules of the layout and the stroke of the tagline. Swiss style — strict grid, grotesque type, single-line motifs — translates the rigour of knitting, while photography brings the warmth. One chapter, one colour: green for Material, beige for Silhouette, terracotta for The Edition.
Process
- 01
Material
A macro shot of the jersey knit — the quality you can't see in store.
- 02
Silhouette
The garment worn in a concrete-and-wood architecture, as rigorous as the piece itself.
- 03
The Edition
Rarity made visible: a packshot and a serial number.
- 04
Social
A 5-slide carousel linked by a continuous thread, plus a sponsored story.
Deliverables
- A·M monogram01
- 3 posters (4x3 & bus shelter)02
- Instagram carousel03
- Sponsored story04
