GRÉGOIRE Launches the "White Collection" Campaign – A Collaboration Between Mia Peculiar and Raffaello, Premiered at Mercedes-Benz Bucharest Fashion Week.
A new chapter of elegance and artistic expression comes to life through the collaboration between Mia Peculiar and Raffaello Romania, coordinated by GRÉGOIRE, as part of Mercedes-Benz Bucharest Fashion Week. Presented as a sensorial installation and a multi-layered campaign, "The White Collection" becomes a reflection of contemporary femininity and timeless refinement.
What if Raffaello were... a dress?
The "White Collection" breaks away from the classic seasonal cycle, proposing a timeless concept where white is no longer just a color, but a language of emotions. The six pieces in the collection combine materials such as silk, organza, lace, and delicate pearls in a sophisticated balance between transparency and structure, inspired by Raffaello’s signature textures. Each creation highlights the contrast between simplicity and complexity – a multidimensional aesthetic that reinterprets femininity as strength, fragility, and art, all at once.
Teaser Series – Emotion Before Revelation
The first stage of the campaign consisted of a series of teasers that created a sensorial and visual connection between the two brands:
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Savoir-Faire – A focus on craftsmanship and textures, paying tribute to the creative process and expertise.
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Sensation and Emotion – The fluidity of the materials is subtly connected to the tasting experience, evoking closeness and anticipation.
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Physical and Emotional Response – Goosebumps, fragmented sequences, visual tension – a story that sets the stage for revelation.
Campaign Video
The action takes place at the National Museum of Art, a symbolic space where fashion becomes a work of art. The model walks silently through empty halls, the sound of her footsteps being the only audible element. The rhythm changes with the subtle introduction of classical music, culminating in the opening of monumental doors that reveal the Raffaello by Mia Peculiar installation – a visual composition where fashion and emotion coexist.
The montage includes close-ups, tactile frames, and a return to the sensorial elements from the teasers, creating a coherent yet unexpected narrative. Through artistic direction, sound, and rhythm, the campaign becomes a tribute to refinement, self-expression, and the idea that white is more than just an aesthetic choice – it is an emotion.
Discover the full experience on the Mia Peculiar website.
