When Hummel came back to dress FCR, we asked ourselves one question: how do you shoot a kit that already speaks of memory without making it just another product?
Our answer: rebuild a supporters' locker room in the studio. Worn lockers, frayed scarves, yellowed pennants, deep red velvet. A fictional set that feels true, because that is where a club's history lives.
Vintage is not a nostalgic filter, it is a language. Bringing back the era of the chevron kit without copying it, and treating football as a cultural object, not just a sport.
One detail that matters: the project landed on us 48 hours before delivery. A last minute kit supplier change, so art direction, shoot organisation and postproduction all had to be wrapped up at full speed. We adapted without blinking, and it landed well.
Thank you to FC Rouen and Hummel for the trust.
