Quiet clothes, loud silence.

Rouault had dressed a certain kind of Toronto woman for twenty years without a website, a campaign or a logo anyone had seen. The Bloor Street store changed the mathematics: for the first time, the house needed to be found.

The campaign is built on what the atelier is actually like: silent, exacting, unhurried. We shot in the workroom at night with a single light and no music, and let the clothes hold the frame for longer than fashion advertising usually dares.

Digital followed the same discipline. A site with almost no navigation, where garments are shown at the scale of the fabric and each piece has a single paragraph written by the atelier's founder.

The store opened to a waiting list. The campaign's stills were later acquired by a Toronto gallery for a group show on Canadian fashion photography.