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This ad campaign for French brand Kulte may be one of the best fashion campaigns I’ve seen in a while.

The series has a photo-diaristic style at first glance, but there’s an added layer of voyeurism conveyed by the sense that the subject is unaware he’s being followed, and it is highly intriguing. My brain: “Why is this handsome man being followed around? Who is having him followed and why? A jealous wife? Is he a double agent?” So I might’ve taken that a step beyond what they intended. Or maybe not! Maybe they meant to send your imagination running wild trying to fill in the gaps!

Anyway… beyond that, the photos themselves are well-styled, classic, and really just gorgeous.


The photo above didn’t even make it into the campaign, I found it on the Kulte flickr account… too cinematic and staged-looking, not voyeuristic enough? I think that’s probably why, don’t you? But I thought it was wonderful enough that I had to share.

Check out the gallery for the whole “story,”…whatever it may be. (Fingers crossed for double agent.)

Shot by Jose Lamali.

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