Convoy on How to Create Fashion Moments
In the bustling world of fashion, generating excitement for brands is no easy task. However, the Paris-based creative agency Convoy, co-founded by Juan Costa Paz and Nordine Benotmane, has mastered the art of creating memorable fashion moments. Established in 2012, Convoy works with high-profile clients ranging from Vogue to Louis Vuitton, applying their unique backgrounds to fashion storytelling.
Costa Paz and Benotmane bring diverse perspectives from music and cinema, respectively. This cross-pollination of ideas allows them to forge new paths in fashion, often challenging conventional norms. “We don’t tend to abide by the rules of what makes a fashion moment,” Costa Paz explains. This willingness to take risks has helped Convoy stand out in a crowded market.
One noteworthy project was their collaboration on Condé Nast’s Vogue World, which featured an innovative sports-themed showcase at Paris Couture Week. Benotmane emphasizes that although this represents a new approach to media, opportunities for exploration still abound. “We could have told stories of the athletes and their relationship with fashion,” he notes, demonstrating their commitment to deeper narratives.
Over the years, Convoy has successfully orchestrated content for major fashion events, likening the pressure of high-stakes projects to “going to war.” Costa Paz believes that successful outcomes stem from open communication and transparency with clients. This approach ensures that they navigate the creative process together, often resulting in impactful and engaging fashion experiences.
For aspiring creatives, Benotmane advises, “Don’t be scared; do it your own way.” This philosophy of authenticity, along with a touch of “punk,” often results in extraordinary outcomes, reinforcing Convoy’s position as a leader in the fashion communication landscape.
In a world saturated with content, Convoy’s strategies highlight the importance of thinking outside traditional frameworks, fostering conversations that inspire and engage audiences. As they continue to innovate, their impact on fashion media is sure to grow.
