As a creative director Roubi L’Roubi is holistically involved in the complete design process from generating ideas to fashion direction; bringing collections to the public through fashion photography and catwalk shows.

Before filming and photographing Roubi develops a series of story boards on which to base the shoot, and scouts out an appropriate location. He puts together the best team in the industry comprising carefully chosen models, hair and makeup artists, assistant dressers, lighting technicians, assistants and uses leading photographers such as Alexander Beer. Roubi directs the shooting from start to finish including all elements of post-production and the final selection of images for editorial use.

The shoot was photographed by Fabrice Lachant.