NEW YORK, USA — French lingerie house Chantelle unveils its latest global campaign, Something More, in collaboration with creative agency FRED & FARID New York in a partnership that signals not just a new creative direction, but a powerful cultural statement.
At the core of Something More is a quiet revolution. A movement toward self-connection, authentic rituals, and the everyday poetry of womanhood. Co-created with Farid Mokart, Creative Chairman and Co-founder of FRED & FARID, the campaign is more than an aesthetic exercise – it’s an exploration of identity, nuance, and the endless language of self-expression.
More than a tagline, Something More is a philosophy. A space where softness meets strength, vulnerability becomes power, and presence becomes an act of artistry. It speaks to a generation of women who are not just seen, but deeply felt for who choose connection over perfection, and self-expression over convention.
Shot entirely in Paris by Chantelle’s Global Chief Creative Officer Renaud Cambuzat, the campaign unfolds like a visual diary. Fragments of intimacy. Glimpses of grace. Quiet moments of becoming. From the soft glow of a château window to the tactile silence of a private apartment, each frame is a meditation on the personal rituals that shape us.
“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
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
