28 May 2025

For its new collection, A.P.C. handed over the reins to a group of photographers, inviting them to offer their own take on the collection. No creative brief, no fixed location, no styling guideline: just complete freedom.

Each photographer chose their own destination, their own light, their own mood. The idea was to see what the collection could become when placed in another context, through another lens. The result is a series of distinct, often surprising images - sometimes personal, always free - that let the clothes speak for themselves. It’s a way for A.P.C. to open up new conversations, explore unfamiliar ground, and stay true to a clear, consistent vision: trust the eye, and trust the pieces.

A.P.C. gave its first Carte Blanche to photographer Fausto Elizalde. He returned to the Argentine coast where he spent his summers as a child - a place with no grand setting, but rich in memory. A quiet way of bringing intimacy into fashion imagery.

Elizalde has long photographed his friends and family, with a style rooted in closeness and spontaneity. There’s a soft humor in his work, a quiet irony, and a natural ease that resists over-staged compositions. “I think I chose to shoot on the Argentinian coast with my friends first because I like to bring some of Argentina to a French brand and also because it is a place that reminds me a lot of my childhood summers.  It is a place that could be like any other, a normal place but with a very unique energy and I think that the fact of photographing my friends in this place is a way to convey at least some feeling related to calm, home, happiness and enjoyment.,” he says.

His lens captures gestures, movement, and emotion at close range, revealing the people behind the image. On this familiar stretch of coastline, the A.P.C. collection finds its place with quiet confidence. The result is a body of work that feels personal and open, rooted in Elizalde’s world, while offering a fresh, honest take on the A.P.C. silhouette.