14 March 2024

For its 22nd Interaction, A.P.C. invited designer Natacha Ramsay-Levi to revisit the great A.P.C. classics. Known for imagining clothes that reveal the personality of their wearers, she also likes to push the boundaries of masculine/feminine binarity.

It is with this state of mind that Natacha Ramsay-Levi has taken on the materials and emblematic pieces of the A.P.C. wardrobe: denim, poplin, cotton gabardine, which she twists in her own way, rethinking proportions, like the gabardine trench coat, which she reinvents in an ultra-sexy cropped version or a longer, zipped version. Some pieces are also available for men, like the western shirt in lightweight organic denim.

A falsely simple style, as Jean Touitou points out: “Let’s be a good sport and use the word ‘conceptual’ as it is utilized by fashion to mean ‘beautiful but not wearable’. As far as Natacha is concerned, we can say she’s conceptual and wearable. And that her vision of femininity, strong and assertive, is aimed at a woman who could be said to be unchosified.”

14 March 2024

She reworks another A.P.C. wardrobe staple, the jean, with two models: Clinteau, with its high, fitted waist, long, flared leg and quilted pleat detail on the front, or Madame Santeuil, mid-rise waist, wide leg, with a white tie at the waist, evocative of the 1970s.

The campaign was photographed by Nigel Shafran, a British artist known for his fashion stories in The Face and i-D magazines in the late 1980s and 1990s, at a time when a new wave of photographers was turning to reality as a source of inspiration. In the 2000s, his work took a more contemplative turn, seeking beauty in simpler, more familiar places. He conceived this photo shoot as a few stolen moments in the daily life of personalities who are right at home in their time.