AVELLANO SPRING SUMMER 2022
Produced by Incendie Films
Director // Jean-Charles Charavin
Producer // Antoine OLLA
Director of production // Marie Brillant
1st assistant director // Tanguy Mottin
Intern director // Isaline Deniaud
Stage manager // Léo Audouin
Chief operator // Adrien Lallau
Assistant operator // Jules Forsell
2nd assistant operator // Louis Chenieux
Electro // Thibaud Robiolle – Clément Schurch – Valentin Bureau – Johanne Lidy – Thomas Thiry
Machino // Fayçal Bouhassoun – Maxence Parquet
Music // Gurth
Models // Diane Sagnier – Théo Senesane – Florian Alcaraz – Mohamed Abdule Shariif – Angie Dzogang – Pierre Podevyn – Charles Navarro – Chris Biandonga – Ferdinand Gastineau
Stylist // GATO
Assistant stylist // Megane Chery
Make-up artist // Annabelle Petit
Assistant Make-up Artist // Charlotte La Bach – Romain Melchior
Hairstylist // Olivier Henry
Assistant Hairstylist // Constance Haond
Head Decorator // Laurie-Salomé Cubaynes Benzakin
Assistant Decorator // Solveig Gourmelen – Alexia Paulus – Juliette Fréou
Rippeur // Sebastien Toda
Editor // Dorian Le Dastumer
Assistant editor // Clara Hurtado.
VFX // Simon Kounovsky & Pierre Herzig
Calibrator // Eudes Quittelier
Special thanks // Pleine Image, L’Orfévrerie, Célestin Soum, Dearcut, Thierry Le Mer, Puzzle Video, Full Motion, Lumex, Le Défi, Paris Fashion Week, FHCM, Select Paris,
Looking back from 2026, the Avellano Spring Summer 2022 campaign stands as a notable example of the cinematic, film-driven fashion storytelling that has since become a defining visual language across independent European ready-to-wear labels.
Avellano Spring Summer 2022: A Cinematic Vision of Contemporary Ready-to-Wear
The Avellano Spring Summer 2022 collection arrived as one of the more visually ambitious presentations of that Paris Fashion Week cycle, distinguished not only by its garments but by the deliberate decision to frame the collection within a fully realized cinematic narrative. Produced by Incendie Films and directed by Jean-Charles Charavin, the campaign film elevated what might otherwise have been a straightforward lookbook into a considered piece of visual storytelling.
The collection itself reflected the directional mood of early 2022 ready-to-wear: a balance between structural tailoring and fluid, relaxed silhouettes that acknowledged the cultural pivot point fashion was navigating post-pandemic. Avellano worked within that tension productively, presenting pieces that spoke to both formal occasion and the new, more fluid understanding of dressed life that had emerged globally over the preceding two years.
Styling by GATO anchored the editorial vision with precision, ensuring that each look read with clarity on camera while retaining the tactile and wearable qualities that define strong ready-to-wear. The result was a collection that communicated confidence without rigidity, a quality that has continued to resonate with buyers and editors who followed the label through subsequent seasons.
The Role of Incendie Films and the Creative Production Team
The production infrastructure behind the Avellano Spring Summer 2022 film is worth examining closely, as it illustrates the increasingly sophisticated approach independent fashion labels are taking toward campaign content. Incendie Films assembled a crew that would not be out of place on a commercial narrative production, with a full camera department headed by chief operator Adrien Lallau, a dedicated electrical team, and VFX work from Simon Kounovsky and Pierre Herzig providing the refined finishing that separates broadcast-quality fashion film from conventional lookbook video.
Director Jean-Charles Charavin brought a feature-film sensibility to the material, working alongside producer Antoine Olla and director of production Marie Brillant to ensure the logistical complexity of a multi-model shoot translated into a coherent visual document. The casting of nine models, including Diane Sagnier, Théo Senesane, Florian Alcaraz, Mohamed Abdule Shariif, Angie Dzogang, Pierre Podevyn, Charles Navarro, Chris Biandonga, and Ferdinand Gastineau, brought genuine diversity and range to the screen, reinforcing the collection’s positioning as contemporary and globally relevant.
Music by Gurth provided the tonal architecture that shaped viewer experience, while calibration by Eudes Quittelier ensured the final grade honored the intended color palette of both the garments and the environment. The combined effect was a campaign film of genuine craft, supported by institutional acknowledgment from Paris Fashion Week and the FHCM.
Avellano Spring Summer 2022 in the Context of Independent European Fashion
Reviewing the Avellano Spring Summer 2022 presentation from a broader industry perspective, it represents a clear articulation of where independent European ready-to-wear was directing its energy during that period. Rather than competing with heritage houses on spectacle or legacy, labels operating at Avellano’s scale were distinguishing themselves through authorial specificity: a defined visual world, a coherent aesthetic point of view, and production values that demonstrated creative seriousness without requiring the budgets of a major conglomerate-backed house.
The campaign’s inclusion within the official Paris Fashion Week program and its support from the Federation de la Haute Couture et de la Mode (FHCM) situates Avellano within the recognized landscape of French fashion institutions, lending the collection a credibility that extends well beyond the independent label circuit. Support from organizations including Select Paris and Pleine Image further grounded the production within the Parisian creative industry ecosystem.
Looking at the trajectory of cinematic fashion film as a primary communication vehicle, Avellano Spring Summer 2022 sits comfortably among the collections that helped normalize this format as a serious alternative to the runway presentation. For global audiences consuming fashion through digital platforms, this approach proved both accessible and artistically compelling, a combination that continues to drive the format’s widespread adoption across the industry.
