Premiere Classe, a key event during Paris Fashion Week, aimed to renew its artistic direction and visual identity through the “X-Ray” campaign. The objective was to develop a strong, cohesive visual language adaptable across digital platforms, event screens, and branded touchpoints.

The project explores the idea of revealing the hidden structure of objects, translating the X-ray concept into a poetic and contemporary visual approach. Positioned between fashion, design, and contemporary art, the direction balances abstraction and materiality.

Through AI-generated imagery and motion, the goal was to create an immersive and distinctive identity while ensuring consistency across formats and uses.