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This 60-second black and white television commercial from Publicis Montréal is a beautiful way of promoting the equally stunning collections of French fashion designer Jean Paul Gaultier, now on display at the Montreal Museum of Fine Arts.
The commercial, which is part of a larger campaign touting the museum’s “The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk” art exhibit, follows a model as she strolls the street of Montreal.
Everyday objects, as well as various landmarks synonymous with the city, turn blue and white along her journey. The two colours were adopted by Gaultier years ago and have since become his couture moniker.
“[The blue and white stripes are] something that he himself embraces… To stripe the whole city in a poetic way with a woman from the smallest details to an ant… It’s something poetic,” said Nicolas Massey, vice-president, creative director at Publicis Montréal.
Gaultier appears briefly at the end of the commercial in what Massey described as a “Hitchcock” moment, with the fashion designer walking past the camera with a sly, almost devilish look on his face.
The exhibit closes Oct. 2, and then heads to Texas for the next leg of the tour.
