Banal Mais Exaltant - a ‘MERDE’ vibe

Photography : Cam & Léon assisted by Quentin

Stylist : Eddy Soilihi - assisted by Liz

Model : Maya Bouaziz

DA : Thomas Coulon & Anthony Fournials

Retouching : Quentin Le Cam

In a tongue-in-cheek critique of fashion's obsession with luxury and exclusivity, these striking images subvert haute couture by using unexpected materiality. Draped with the elegance of a high-fashion garment, the toilet paper, tubing, post-its and more transform into satirical creations.

Noble materials and labels become the mundane, and the absurd takes center stage. The concept of "luxury" is often arbitrary—constructed more by perception than by substance. The re-eimagined looks poke fun at fashion's tendency to elevate the impractical to the sublime.

Ultimately, this visual satire dismantles the conventional boundaries of fashion. It challenges us to reconsider how value and beauty are assigned, asking: Who says fashion has to be serious—or even make sense? The "must-have" and "utterly ridiculous" in fashion is sometimes thinner than a roll of two-ply. Maybe it’s time to rethink what counts as "luxury." After all, fashion’s just one great big, fabulous game of make-believe.