Daniel Hechter Paris: The Good Life We Live When We Live the Life We Want

Fashion designer Daniel Hechter’s captivating campaign “AH LA BELLE VIE” from Advertising 2023, based on the idea of “The Good Life We Live When We Live The Life We Want,” captured the spontaneous combustion of everyday life, celebrating the joy and romance of living in the moment. The brand campaign, directed by Kareen Hechter and photographed by Amyn Nasser, took an engaging approach to fashion photography, capturing the impulsive spontaneity and exuberance of everyday life. From Paris to St. Tropez to Deauville, the campaign embraced the spirit of the City of Love, celebrating the love of seduction and charm, the style of all of us, and the everyday moments that make life worth living. In this blog post, we explore the details and philosophy behind the Silver-winning campaign.

By: Amyn Nasser, Photographer

“The brand campaign was founded on the idea of living the life we want and enjoying the good life that comes with it.

“When Kareen Hechter proposed this idea, it was apparent — no way this was a concept of ‘being staged’ with layouts. Nope! Since we were relying on my spontaneous combustion of creating immediacy, none of the models really knew what was set up.”

Impulsive Spontaneity Trés Chic Lifestyle + Charmingly Playful! Bon Chic Bon Genre!

“We created a fashion advertising campaign to include a playful love affair, the romance of life, the love of seduction and charm, and the everyday style of all of us in the City of Paris, which is the city that loves romance. Daniel Hechter, the designer, and Kareen Hechter allowed me the full scope of directing and guiding this advertising style over the course of the entire campaign and the years I shot. 

“As far as the technical details, we photographed with many Nikon cameras, Nikkor lenses, Profoto and Metz flashes, and many supermodels! 🙂 It was ‘fast-ly’ shot to always catch the split second! The editing was tough as every split moment was a capture! There was tons of content.”

Credits:

Check out more of Amyn Nasser’s work here.

To see other Advertising 2023 winners, click here. To enter our Advertising 2024 competition, click here.