GRÉGOIRE continues its collaboration with premium brands, redefining ARAFTU’s digital identity through a cohesive online presence. The launch of the platform is accompanied by the presentation of the "Blooming Grace’ collection, where we developed a visual concept centered around the campaign’s key symbol: the Calla flower, a representation of grace, refinement, and timeless femininity.
A Website That Reflects ARAFTU’s Elegance
The new ARAFTU website serves as a digital extension of the brand, designed to offer a fluid, intuitive, and visually sophisticated experience. GRÉGOIRE crafted a minimalist and refined interface, where each element highlights the brand’s essence and the quality of every piece.
The website’s design allows users to effortlessly explore collections, focusing on intuitive navigation and a premium shopping experience. With an airy layout and a cohesive aesthetic, the platform reflects ARAFTU’s philosophy: sophisticated simplicity and impeccable details.
"Blooming Grace" – A Visual Concept Inspired by Calla
For the "Blooming Grace" collection, GRÉGOIRE developed a visual concept that captures both delicacy and feminine strength, drawing a parallel between the fluid silhouettes of the garments and the elegant lines of the Calla flower. Choosing this flower as the campaign’s symbol embodies the perfect balance between simplicity and expressiveness, between fragility and power.
In the product photography, we integrated soft lighting, clean compositions, and subtle accents that enhance the textures of the materials and the fluidity of the designs. Each image is carefully curated to evoke a natural yet commanding feminine presence, much like a Calla in full bloom.
