Chantelle partners with FRED & FARID New York to celebrate Something More
Chantelle has partnered with Fred & Farid New York, the agency led by Farid Mokart (Creative Chairman & co-founder), to develop its 2025 global campaign and launch a new social-centric global platform. The campaign, Something More, explores the intimate relationship between personal identity and self-expression, reflecting how today’s women value authenticity and meaningful connections in their daily rituals.
At the heart of the campaign lies the concept of “more” – a word that unfolds as an infinite space of expression. “More” invites exploration, self-expression, reinvention, and play, all while staying true to oneself. More than just a promise, it is a mindset.
Fred & Farid New York – agency boutique, specialized in helping international brands to enter the US market and Chantelle – used Paris as a Playground. Shot across the city by Renaud Cambuzat, Chantelle’s global chief creative officer, the campaign unfolds like a diary capturing inspiring individuals in moments filled with strength, softness, and authenticity.
The campaign reflects a cultural shift toward valuing daily rituals and private moments of preparation. As digital life continues to blur boundaries between public and private, these personal moments have gained new significance as spaces for authentic self-expression.By focusing on these intimate preparation moments, Chantelle acknowledges what sociologists have recently identified as “transition spaces” – the increasingly important moments where individuals prepare to shift between their private and public identities.
“Building this campaign with Chantelle came from the desire to understand and celebrate the complexity and infinite possibility of womanhood. Something More is more than a brand product promise; it’s a manifesto, a mindset, a limitless potential between an individual and their own self-expression.” Dani Cubillos, Fred & Farid New York Group, Lifestyle Group Account Director.
Something More is designed to resonate with women of all ages, backgrounds and narratives. Launching internationally March 2025, the campaign includes 50 videos and 150 images shot in Parisian castles, hotels and private apartments, supported by strategic activations throughout the year to bring audiences fully into the Chantelle Something More world.
CREDITS LIST
- Agency: Fred & Farid New York
- Client: Chantelle Group
- Title of the ad: Something More
- Chief Creative Officer: Farid Mokart
- Executive Creative Director: Laurent Leccia
- Group Account Director: Dani Cubillos
- Account Manager: Emily Dann
- Creative Director: Thomas Raillard
- Creative Designer: Sarah Cummings
- Copywriter: Shannon Nelson
- Production: Laure Pinguet
- Photography & Creative Direction: Renaud Cambuzat