VIEUX JEU CAMPAIGN 2024 

FOR GRAND SLAMS AND GRAND OCCASIONS
In addition to our shoot on a rundown sports field on the Italian coast, we hunted for a residence that embodied the 'old glamour' vibe of Vieux Jeu. During this 2-day project we created a script and identities for our models to dive into (which, of course, made us laugh ourselves to tears on occasion).

I love that the series captures not just luxury and practicality, but also a hint of 'haute bourgeoisie ennui’ (I had to look it up too) — playfully reflecting that subtle, almost theatrical boredom of the upper class.

Production, photography and art direction Valerie Haesen
Beauty and styling Ilona Croonenborghs
Model Julie V, Emma DB and Dries A — Jackie Lee