EXCESS WOMAN, PACO RABANNE
Art Direction, Editorial & Copywriting
This international launch for Paco Rabanne’s Excess Woman explored fragrance communication through the language of editorial design and tactile storytelling.
The project centered around a large-format accordion publication inspired by a volume from the Museum of Modern Art in New York.
Conceived as an object to unfold and experience progressively, the piece combined oversized black-and-white photography with bold pacing and cinematic composition, creating a visual narrative that expanded physically in the reader’s hands.
The monochromatic approach brought a sense of tension, sensuality, and sophistication to the project, allowing texture, gesture, and contrast to become the protagonists. Rather than relying on traditional luxury aesthetics, the piece embraced a more editorial and art-driven direction, positioning the launch somewhere between a fashion publication and a collectible object.
The accordion structure introduced rhythm and movement into the experience, transforming the act of opening the piece into part of the storytelling itself.
The result moved between fashion portfolio, archival object, and personal manifesto: a tactile narrative about masculinity, tailoring, and contemporary Spanish fashion.
Large-scale imagery, minimal typography, and careful sequencing created a communication piece designed to feel immersive, tactile, and memorable.
The visual language echoed the evolving identity of the XS universe during that period: more nocturnal, instinctive, and emotionally charged. Black-and-white photography reinforced the idea of excess through contrast rather than ornament, creating a mood that felt raw, cinematic, and intentionally restrained at the same time. The absence of color shifted the focus toward silhouette, gesture, materiality, and atmosphere, bringing the communication closer to contemporary fashion editorials and art publishing than to traditional fragrance launches.
Developed as part of the international launch ecosystem for the fragrance.
The project reflected the more excessive, contemporary, and visually charged universe surrounding the evolution of the XS franchise while maintaining a sense of editorial sophistication and tactile intimacy.
“An editorial object designed to unfold like a visual narrative.”
“Somewhere between a fashion publication and a collectible artifact.”
“Large-scale black-and-white imagery transformed the launch into a tactile experience.”