Papier’s Autumn ‘24 campaign uses a “tailored to you” messaging approach to help customers find the right combination of products for their individual lifestyle.

The art direction was inspired by Papier’s 3 core customer groups: ‘the mindful’, ‘the creative’, and ‘the organised’. Product selection and colour palette was assigned to each persona based on the traits of each customer, which informed the styling of each shoot.

Shot by Morgane Bigault