Scandal

The scandalous world of Parisian Nightlife in Jean Paul Gaultier’s latest campaign

Directed by Laura Marciano

Interview by Tatev Avetisyan

French filmmaker Laura Marciano's latest fashion video is a visually splendid celebration of Jean Paul Gaultier's new fragrance, Scandal. The video is set in the iconic Parisian venue, Le Palace, and features models Imaan Hammam and Parker Van Noord dancing in what seems like a private party. The film captures the glitz and glamour of the brand through dynamic shots that transition from wide angles to close-ups, all timed to the rhythm of Run DMC's 80s track It's Like That. Cinematographer Antoine Cormier and Fashion Director at Novembre Magazine, Georgia Pendlebury, who worked on styling, created a bold and avant-garde imagery encapsulating the brand's ethos of épater la bourgeoisie, which for years has been challenging traditional notions of style and beauty. 

During her interview with Curation Hour, Laura Marciano discusses a pivotal moment that sparked her interest in filmmaking. She also shared insights on current fashion trends and the challenges faced in video production.

Why did you decide to direct films? How did the transition from styling assistant to filmmaker happen? What was the incentive?

I started as a stylist assistant in NY; subsequently, I had a fashion brand and a store in Le Marais, Paris. I set about doing a lot of videos for my brand. At the time, fashion videos were definitely not a thing as they are today. Fashion has been my background, I studied it as well, and it has for sure been a major influence on my work. I’ve always had a passion for telling and creating stories, I simply couldn’t picture myself as a director. Priscilla Royer, art director of Maison Michel, gave me the opportunity to express myself after I pitched an idea to her, and it is how it started. I just threw myself in it, knowing exactly where I should be! I enjoy every step: from the writing process to the shoot with the whole team interactions until the edit and the final delivery.

Tell us about the creative process behind the campaign; why did you choose Le Palace for the location, and how was it working with Antoine Cormier and Georgia Pendlebury?

That was my first time with both of them. I wanted to work with Antoine, who I admire a lot, and HENRY’s team, thinking it was the perfect project to reunite us. We really understood each other and had a similar work pace and energy. He managed to translate my vision into reality and advise me with his ingenuity. I hope there will be a lot more.  I love Georgia's work and aesthetic, and I was thrilled to have her on board.

The casting is on point; bringing the Moroccan-Egyptian-Dutch roots of Imaan Hammam and the Dutch model Parker Van Noord to the iconic French setting. Can you give us a glimpse into this collaboration? What was it like working together? 

Parker is a good friend of mine, so I was really excited to work with him for the first time. I always found Imaan super glamorous; she has this old fashion elegance with a super modern and sensual attitude. I knew she had a great sense of acting as well. This duo is really powerful together - the mixture of their origins must be indeed one of the factors. It has been a great experience: aside from them being extremely easy going to work with, the whole crew had a groovy synergy on set.

“Mostly, I had in mind ‘la décadence’ and creating a party atmosphere where Jean Paul Gaultier could have been going dancing himself”

Provocative, androgynous, and, of course, haute couture – these are some of the words about Jean Paul Gaultier’s aesthetics. The brand’s savoir-faire and mastery of combining different genres, cultures and materials seem to come to life in your campaign, even for their fragrance. What did you keep in mind while brainstorming on the concept to stay true to the brand’s heritage and image? 

Mostly, I had in mind ‘la décadence’ and creating a party atmosphere where Jean Paul Gaultier could have been going dancing himself. I grew up with a grandmother, who loved Jean Paul Gaultier’s work; so, I guess, the persona itself was the main inspiration for me on this project.

How did the French artistic landscape change in the past years, and what do you think are the current trends to be on the lookout for, especially in fashion?

Visual special effects are expanding, and like in many other spheres, I feel technology has, more than ever, a prominent place in the art world and fashion today. 

What was the most difficult part about making the campaign? And what challenges do you face in general when it comes to directing? Can you share an experience?

The challenge is probably to express your own style while still serving the brand. Being aligned with the brand and client is probably the main challenge. I have to say that I was particularly lucky with the Jean Paul Gaultier team. They were extremely trustful, and I feel we were all looking in the same direction. 

Are you currently working on new projects?

Yes, I am leaving tomorrow for Los Angeles to shoot a TV commercial for the Starface brand. Looking forward to it!

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Produced by: HENRY (@henry.tv)

Director: Laura Marciano (@lolomarciano)

Producer: Fanny Fragu (@fragute)

DOP: Antoine Cormier (@antoinecormier)

Photographer: Axel Aurejac (@axel_aurejac)

Puig:

Digital Marketing & Brand Content Director: Johanna Najar (@johanna.njr)

Brand Content Manager: Tamara Friz (@tamacitam)

Brand Content Executive: Jorge Trigo Ruiz (@jorgetrigoruiz)

Set Designer Film: Lucie Libotte (@lucielibotte)

Set Design film Assistants: Delphine Tilliard (@delphinetilliard), Thibaut Morisset, Théo Franceskinj

Set Designer photography : Victoria Salomoni (@victoria_salomoni)

Set Design photography Assistant: Emma Culla 

Stylist: Georgia Pendlebury (@georgia.pendlebury)

Stylist Assistants: Georgia Toscani, Michiel Heemskerk

Hair Stylist: Yann Turchi (@yann_turchi)

Hair Stylist Assistants: Mills Mouchopeda, Cloé Hobi, Lucile Bertrand

Makeup Artist: Min Kim (@minkimmakeup)

Makeup Assistants: Beatrice Han Ching, Alice Gabbi

Nail Artist: Julie Villanova (@julievillanovanails)

Line Producer: Ségolène Vial (@segolenevial)

Production Coordinator: Léa Depienne

1st AD: Léo Belaisch

2nd AD: Auréliane Bonnefoy

Focus Puller: Pierre Giraud 

2nd Camera Assistant: Barbara Navarro

Steadicamer: Adam Gulbol (@adam_gulbol)

Photographer Assistant: Erwan Petersen

Gaffer: Hugo Brossard

Electricians: Hubert Eudeline, Louis Jamaux, Axell Katomba

Spark : Arthur Langlois

Digitech: Pedro Teles

Grips: Laurent Dray, Maxime Toublant, Lucille Leroy

Unit Manager: Geraldine Note

2nd Unit Manager: Pamela Stein

Editor : Ariane Kajdan (@arianekajdan)

Colorist : Arthur Paux (@arthurpaux)

Post-production Manager: Sebastien Gros

Post-production company: McMurphy

Talent

Imaan Hammam (@imaanhammam), Parker Van Noord (@parkervannoord), Sarah Nyanchar, Cici Tamez, Amber Later, Ali Latif (@ali.latif_), Reilly Patton