Thinking outside the (hat) box. For Chanel

When Chanel acquired the Parisian hat manufacturer Maison Michel, they wanted to rejuvenate the house while respecting its heritage. Maison Michel’s artistic director, Laetitia Crahay, challenged Base to create an iconic fashion brand that would stand out in the capital of fashion.

Client

Maison Michel , Paris

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Services

Branding

Maison Michel
Maison Michel

To create an iconic brand, simple decisions are key. We knew the hat box had to become Maison Michel’s core brand element.

Creative Director, Partner
Maison Michel

A system combining horizontal lines of text…perfect for hat boxes and ribbons.

Budget & Production Director
Maison Michel
Maison Michel
Maison Michel
Maison Michel

Initial images were shot by photographer Serge Leblon under the artistic direction of Maison Michel’s artistic director, Laetitia Crahay.

Maison Michel
Maison Michel
Maison Michel
Maison Michel

Maison Michel’s team discovered plenty of other ways to use the hat box (here, images from MM’s Instagram account)…

Creative Director, Partner
Maison Michel
Maison Michel

A happy Naomi!

Creative Director, Partner
Maison Michel