Air France

90 Years of Elegance

Agency: TBWA\Paris


On 27 September 2023, Air France unveiled a preview of the twelve window displays it is signing at Galeries Lafayette Paris Haussmann to celebrate 90 years of elegance. From 28 September to 10 October 2023, the airline will be exhibiting at the Paris department stores' to mark its anniversary.

In 2023, Air France celebrates 90 years of elegance. 90 years of technology, innovation, and comfort in the sky. 90 years of travel, gastronomy, design, haute couture, art, and architecture. Since its creation on 7 October 1933, the airline has been bringing French excellence to life, that “je ne sais quoi” that the world recognises as Frenchness, thanks to an exceptional travel experience that takes elegance to new heights.

To embody and bring to life 90 years of elegance, Air France is unveiling a collection of five iconic dresses designed by Xavier Ronze, the French designer responsible for the costume workshops for the Paris Opera Ballet. Each dress interprets the airline’s different strengths: aircraft and technology; uniforms and fashion; emblematic posters promoting its vast network; gastronomy and tableware; design and architecture. These unique dresses are made from elements of the company’s heritage and contemporary pieces. They offer a link between history and modernity, a strong interpretation, embodying the best of Air France, the finest of France in exceptional fields.

To highlight this collection, a 360° media and non-media campaign, orchestrated by AURA by Omnicom, Auditoire, \Else and Mogul, will be rolled out from October 2023 to October 2024, in France and internationally.

Air France celebrates its 90th anniversary at Galeries Lafayette

To unveil this collection of unique dresses, Air France is naturally showcasing itself in the windows of Galeries Lafayette, the Parisian temple of fashion, to mark its anniversary. From 28 September to 10 October 2023, it will be recounting its legend and its airborne elegance, and looking to the future through the 12 windows of the famous department store. The dresses are surrounded by the finest pieces of Air France heritage and the best of what the airline offers today, to highlight 90 years of in-flight comfort, legendary aircraft, designer uniforms, in-flight gastronomy and design. This unique experience, scripted by Auditoire (TBWA Group), will also be available at Galeries Lafayette in Berlin, La Rinascente in Rome, and online via the immersive website.

During this anniversary period, Air France is also organising fashion shows retracing 90 years of French elegance, working closely with Galeries Lafayette. Models dressed in the uniforms of pilots, flight attendants, airport staff, and mechanics will parade in a dedicated area of the department stores to retrace the company’s clothing heritage, from yesterday to today.

Enter the legend: the film

To help as many people as possible discover the company’s expertise over the past 90 years, Air France has called on director Killian Lassablière. Filmed in previously unseen Air France Industries locations, usually inaccessible to the general public, the film produced by \Else retraces everything that has made up the history of Air France and highlights the brand’s emblematic elements and its unique approach to air travel, from its creation in 1933 to the present day. Combining archive footage and audio recordings with grandiose scenes, the film is a showcase for the collection of dresses, which are surrounded by the heritage elements that inspired them. Broadcast from 28 September online and throughout the Air France ecosystem, this film will be visible to all the airline’s customers in the lounges and on board the aircraft.

This professional campaign titled '90 Years of Elegance' was published in France in October, 2023. It was created for the brand: Air France, by ad agency: TBWA\Paris. This Integrated medium campaign is related to the Travel and Tourism industry and contains 1 media asset. It was submitted 7 months ago.


AIR FRANCE : Sylvie Tarbouriech, Virginie Deprost, Laurent Vermeil, Jumi Daviet
AURA by OMNICOM : Anne Vincent, Matthéo Pressmar, Adrien Marsaud, Loic Mercier
ECD : Benjamin Marchal et Faustin Claverie
Artistics Directors & Copywriters : Philippe Taroux et Benoît Leroux

Production : \Else
CEO \Else & Head of Creative Producers : Maxime Boiron
Creative Producer : Anne Claire Girard
Director : Killian Lassablière
DOP : Elodie Tahtane
Producer : Jennifer Bauche
Head of production : Tristan Voisin
Jurist : Carlos Serrano et Alexandra Sol-Griffel
Post Production : \Else
Post Producer : Élise Gamboa
Editor : Martin Pierret
Grading artist : Nicolas Gautier
Supervisor VFX : Franck Darnois
Designer : Clément Choblet, Simon Tambui, Cédric Morellon
Flamist : Julien Clary
Sound Production : \Else
Head of Music and Sound : Olivier Lefebvre
Sound Director : Fanny Mithois
Music Artistic Director : Ferdinand Huet / Thomas Jacquet
Sound Engineer : Alexandre Robieux
Business affairs : Marion Le Guluche

Crédits Musique
Title : 90 ans d’élégance
Compositor : Axel Guenoun
Éditor : 4GOOD
Artist - Performer : Axel Guenoun
Production : \Else

Photographer : Cédric Violet @ Mirror Mirror
Art buyer : Feriel Simon
Media agency : Omnicom Media Group

Mogul Agency : Nicolas Delacroix, Lise Rosenthal, Victor Hermann
Creativ Director: Julien Gragnic
Artistics Directors & Copywriters : Stéphane Faure, Jérôme Berthin & Carla Perret
Exécutif Producer : Julien Averty
Production Director : Anthony Mastronicola
Post Production : Cyrus Bruns
Editor: Tom Lavisse
Social media manager : Théo Lafave
Programmes Director : Paul Douard
Stratégic planning : Marion Meyer


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