START WITH THE HAND
Frame a hand checking a collar or folding a sleeve. Show enough of the garment to understand the gesture. Use that action as the starting point for each image.
INDEPENDENT CAMPAIGN STUDY / PARISLA LAVERIE
LA LAVERIE
Haute Perfumery meets Haute Care.
THE CARE BEHIND THE CAMPAIGN ↓I’m not fluent in French. These translations are my best effort. The case study stays in English.
CREATIVE DIRECTION + ART DIRECTION
Priscilla Rios
PROPOSED AUDIENCE
Clients of luxury garment-care spaces in Paris
THE DELICATE CARE RESIDENCY
A proposed network of boutique garment-care partners.
PROJECT STATUS
Independent speculative study. No brand affiliation or endorsement.
// THE OPPORTUNITY I SAW
The clothes
you keep.
A good shirt gets worn again. A coat comes back every winter. I wanted this campaign to start with that attachment, and the care it takes to keep wearing something you love.
Eau de Lessive puts BDK into a routine people already have. But a detergent is harder to experience at a perfume counter. I saw an opening in the places where people already entrust their clothes to someone else.
La Laverie BDK would partner with a network of luxury boutique laundries and garment-care salons in Paris. Each hosts a Delicate Bar: bring one piece, discover the formula through a care service, and spend the wait in an olfactive lounge.
The aim is to get Eau de Lessive used. Guests leave with a sample and clear instructions for their next suitable wash at home. The sleeve is an exclusive participation gift. The product is what I want them to return to.
Eau de Lessive is the reason for the residency. A care specialist introduces the formula, then helps guests understand how to use it with suitable garments at home.
VIEW THE BDK PRODUCT REFERENCE ↗// THE DELICATE BAR
Bring one piece.
Wear it again.
The residency belongs inside a small network of established garment-care spaces. Each partner brings the expertise and equipment. BDK brings Eau de Lessive and the campaign. Guests bring one item they want to keep wearing.
A specialist assesses the piece and its care label. The proposed ritual is a steam or ultrasonic refresh with Eau de Lessive, with a 15–20-minute pilot target and no full wet-wash cycle. That method needs formula compatibility and fabric testing with the care partner. BDK currently gives hand-wash and machine-wash instructions, so the refresh is a process to develop.
While the garment is cared for, guests spend time in the Olfactive Lounge. At the return, they receive the exclusive cover and a care note, plus an Eau de Lessive sample for a suitable wash at home. The note names the edition they tried and leads to the full-size product.
The concept preview below follows that handoff. It takes no personal information and makes no booking.
Start with the care label. The specialist assesses the garment before any treatment is selected. Eau de Lessive stays in view, beside the piece it would help care for.
FRANCE AUDIENCE / PROPOSED INVITATION
LA LAVERIE BDK / PARISTake care
Take care
of what you wear.
A proposed residency across Paris luxury garment-care partners. Bring one piece to try Eau de Lessive at the Delicate Bar, then carry the routine home.
Choose a material to explore the proposed visit and its demonstration care ticket.
Silk
Bring a piece you love.
At a luxury garment-care partner’s counter, a specialist checks your piece. You choose an Eau de Lessive edition together, ready for the proposed refresh.
The care label and finishes guide the partner’s assessment.
LA LAVERIEDEMONSTRATION TICKET
DEMONSTRATION TICKET- Reference
- LL / DEMO
- Material
- Silk
- Stage
- Delicate Bar
- Care protocol
- To be confirmed by the partner
Local prototype. No personal information requested.
Take care
of what
you wear.
THE DELICATE CARE RESIDENCY
Bring one garment.
Discover Eau de Lessive at the Delicate Bar.
YOURCARE NOTEKeep with
your garment.
// THE ART DIRECTION
Care you
can see.
I built the visual direction around the moment someone handles a garment they want to keep. A hand checks a collar. A sleeve is folded before it goes into its cover. Close framing gives those familiar gestures enough space to carry the campaign.
The bdk wordmark is serif. I kept the official mark, with sans-serif campaign headlines drawn from the house’s website typography. Ecru and dark blue carry through the service materials. The cover shown here is an exclusive gift for using the Delicate Bar, with a care note guests can keep beside their Eau de Lessive sample.
The consultation image puts the specialist and Eau de Lessive together. The closed cabinet gives the proposed service a setting. It leaves the treatment itself to the partner’s assessment and compatibility testing.
LIGHT FOR THE FABRIC
Use side light to show the grain of suede. Keep reflections softer on silk. The lighting should help you read the material before you read the headline.
GIVE THE COPY A PLACE
Leave open space around the garment for the headline. Put the partner location and service details below it, with enough contrast to read them in passing.
KEEP EAU DE LESSIVE IN VIEW
Place the detergent at the Delicate Bar and beside the take-home care note. Guests should know which product they tried and how they would use it again.
// WHILE YOUR GARMENT IS CARED FOR
Stay for
the wait.
The Olfactive Lounge gives the service a slower pace. Guests sit at a simple counter while a soundscape plays. A tea pairing draws on the selected scent, with edible ingredients such as bergamot or pink pepper.
If they want to explore further, the Textile Studio pairs fabric studies with separate perfume samples. It belongs to the wait at the Delicate Bar. Eau de Lessive remains the product they take home to try.
The Textile StudioCompanion studies for the loungeExplore the studiesClose the studies
Crème de Cuir and Velvet Tonka belong to Collection Matières. Stellar Silk comes from Collection Studio. The sample notes identify those collections and keep the perfume separate from the fabric. I would test pre-infused swatches before proposing them.
COLLECTION MATIÈRES
Crème de Cuir
The grain of pale suede.
Fragrance sample supplied separately.
COLLECTION MATIÈRES
Velvet Tonka
The depth of velvet.
Fragrance sample supplied separately.
COLLECTION MATIÈRES
Vanille Leather
The suppleness of leather.
Fragrance sample supplied separately.
COLLECTION STUDIO
Stellar Silk
Light across silk.
Fragrance sample supplied separately.
// FRANCE FIRST / A U.S. VISITOR EDITION
The invitation
changes.
In Paris, I would start inside the partner locations and with their existing clients. “Take care of what you wear.” gives the invitation a clear purpose. French service copy explains what to bring and how the Delicate Bar works.
The first U.S. audience is narrower: fragrance enthusiasts planning a Paris visit. “The shirt you wore in Paris” connects the experience to a piece from their trip. The English edition explains the same service and makes the take-home product easy to find afterward.
The pilot would compare responses to each invitation. The visual direction stays consistent, with proposed print placements inside partner spaces or through authorized advertising sites.
// WHAT THE PILOT NEEDS TO ANSWER
A routine worth
repeating.
The residency should lead to use beyond the visit. I would track whether guests try their Eau de Lessive sample at home, then whether they buy a bottle and return for another. A care-note code could connect that purchase to the partner location.
The partner would record which garments can use the proposed process and how long the handoff takes. That tells us whether the service earns a place in their business. Attendance matters, but it cannot answer either question on its own.
This is an independent proposal, with no secured partners or campaign results. The pilot would tell me where to change the service before extending it across the network.