Concept & Creative Direction for the Campaign of Premium Eyewear Designer Robert La Roche with photographer Hilde van Mas.

There’s a whiff of film noir in the air – and it mixes with the sophisticated glamour of the golden era of Hollywood and the Italian Cinecitt√†. Robert La Roche models have become excitingly attractive. Graceful, yet wicked. Always elegant, but never superficial. Because the only form of beauty that is exciting to the eye is that which also harbours a sense of contradiction.

Robert La Roche once again celebrates an aesthetic that does not shy away from cleverly chosen dissonances. This idea is also reflected in the shoot, which brings surprising glamour to a bleak environment. The models pose with self-confidence and nonchalance in fictitious „mug shots“ – transforming the police identification photos into a sophisticated fashion shoot.


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