Submitted by 22 IMPACT

Perdu Paris Streetwear Launch Campaign

22 IMPACT cast and managed model Marroh K for Perdu Paris's streetwear launch campaign shot in Paris, reaching 250K impressions across social, paid and digital.

250Kimpressions

Case in 60 seconds

Perdu Paris was launching a new streetwear collection and needed a campaign face, which meant casting a model whose presence would carry an urban shoot without pulling attention away from two colourways of clothing.

The campaign appears to turn on the idea that a location carries meaning a studio cannot, because shooting on identifiable Paris streets ties a young brand to a specific place rather than to the interchangeable urban backdrop most streetwear launches use.

Front the launch with a single model whose restraint matches the clothes, and ground the collection in real Paris streets so the city does the work of establishing the brand's stripped-back visual identity.

22 IMPACT cast Marroh K and handled rate negotiation, booking confirmation, contracts and usage rights, travel and accommodation, pre-shoot briefing, usage extensions and campaign imagery, with the shoot running on location in Paris including outside La Maison Rose in Montmartre and content running across social media.

22 IMPACT reports 250K impressions, described on the page as print and digital readership across numéro new york magazine's international distribution, with no engagement, sales or campaign duration figures given alongside it.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Streetwear launches tend to share the same anonymous city imagery, so a new label risks looking like every other entrant, which is the pressure the Paris location choice appears to answer.
Based on the available evidence, a debut collection has no established visual identity to draw on, so the campaign had to establish that identity in the same assets that were selling the clothes.
Perdu Paris positioned itself through restraint, with the model and the city carrying the campaign while the two colourways were shown in ordinary styling rather than staged fashion presentation.
The page does not describe any audience behaviour or research behind the casting, so the reasoning given is limited to how the model read on camera against the city backdrop.

Creative & Execution System

Assets & channels

  • Digital
  • Paid
  • Social

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Marroh K — creator

Results & Evidence

MetricValueResult type
impressions250Kimpressions

Why 22 IMPACT's strategy worked

  1. 1

    A named location can substitute for production scale, because a recognisable street such as La Maison Rose in Montmartre gives a launch collection a sense of place that a generic urban set would not carry.

  2. 2

    Casting for temperament rather than reach reads as the operating logic here, since the agency credits a quiet, unhurried presence rather than any audience figure with making the imagery work.

  3. 3

    Booking usage extensions and renewals at the point of contract suggests the agency treats a launch shoot as an asset with a life beyond the first flight rather than a one-off production cost.

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