Alice Moitié’s retro style captures carefree attitudes in G.Kero’s campaign

Photographer Alice Moitié has shot fashion brand G.Kero’s latest campaign, which is set on the streets of Paris and shot in a gorgeously retro style. The French photographer was keen to mix famous locations with places not normally captured and took the model to places like the Champs-Élysées and Fête des Tuileries to play around on the carousel and chair swing ride getting “some air” into the images. 

Alice has worked with G.Kero before and is friends with the team, so she has a lot of creative freedom when on set but still found the work an exciting challenge. “They put a lot of effort into having great shoots. We travel, capture lots of looks for a campaign, spend time trying to find the right location and the right model. It’s also very exciting because they give me a lot of freedom and we trust each other.”
 
Throughout the series, Alice’s reference was to create “postcards from Paris”, and the snapshot aesthetic is felt throughout from the saturated colours to the relaxed and carefree poses of the model, Charlotte Le Bon. “I worked with people I really love on this project, so it’s more a family affair than a fashion shoot,” Alice explains. “Paris is my first love and I suggested Charlotte because in my opinion it’s better to work with an actress than a model as they’re more free, and the result feels more authentic.” The seemingly accidental shots captured add to the candid nature of the series, like the dog’s lolling tongue in the park and the unenthusiastic crowd surrounding Charlotte.  

While this series is a commission, Alice sees it relating to her work as a whole but her personal projects are typically a little more revealing. “I would describe my work a bit like a vintage comic book with lots of half naked people and hidden penises! It’s never too sexy and hopefully funny.”