As a Graphic Designer and PR Advisor at The Image Factory, a full-service marketing and communication agency, I had the privilege of collaborating with the hairstylist Laurent Decreton on the launch of his Fall/Winter 2019/2020 collection, ‘INSTINCT’. The Image Factory creates targeted campaign strategies that share brand stories and engage with audiences to ensure maximum impact. Working with Laurent Decreton on this project was not only a remarkable professional experience but also an inspiring creative collaboration.

About Laurent Decreton
Laurent Decreton was a visionary artist and a hugely influential figure in the international hairdressing industry. With over 25 years of experience, L’Oréal Hairstyling Ambassador and Artistic Director at Haute Coiffure Française, Laurent Decreton has styled for leading fashion houses and celebrities. Supported by his team of professionals Laurent has participated in major haute couture shows for designers like Chanel, Yves Saint-Laurent, Jean-Paul Gaultier, Jean-Louis Scherrer and Hanae Mori. With his expertise, he revealed and enhanced beauty through masterful hairstyling, leaving an indelible mark on the world of fashion and beauty.

Sadly, Laurent Decreton passed away unexpectedly in April 2020, leaving behind a legacy of artistic brilliance and inspiration. It was an honor to have worked with him on the ‘INSTINCT’ collection, and this project remains a highlight of my career.

INSTINCT FW 19/20
French pure, natural, and instinctive for this new collection 'INSTINCT'. Timeless beauty of hair with a natural glow illuminates the classic French essence of this collection. The bob has made its comeback in full force, softened by subtle and natural styling. The patinated blonde colors with root effect or icy brown tones, enhanced by French Balayage, reinvent the modernity of the French woman. Simple, soft, or sophisticated accessories complement this new collection. As for men, it is all about simplicity this season with easy-to-wear, elegant, and sleek urban cuts.

The Image Factory executed a sharp, targeted PR strategy for the ‘INSTINCT’ FW 19/20 collection of Laurent Decreton, resulting in widespread media visibility in both print and online outlets. During this project, I contributed to the photoshoot coordination, the creation and implementation of marketing campaigns, and media outreach to share the collection’s vision with national and international audiences. The campaign's success was reflected in its widespread media visibility, showcasing the artistry and innovation behind Laurent’s vision.

It was an honor to collaborate with Laurent Decreton on this beautiful collection. Below are selected media publications that featured the campaign, followed by the visuals from the ‘INSTINCT’ FW 19/20 collection.