Director's Works
Pièces Uniques, Rouge Emblem Edmond Luu
Edmond Luu grew up in Villepinte, a dormitory town in Seine-Saint-Denis, with mixed race and warmth. His trick was at first the image, drawing, Photoshop, then music, especially. Eight years at the Conservatory, playing opera arias, strumming the guitar, typing on a piano.
One day, the gleam was born, he worked on a first fashion concept, which would never cross his room. Pièces Uniques will later reveal itself, for a school project, during his studies in advertising. The name promises rare and original creations, immediately recognizable. Pièces Uniques has been deployed by force of desire and resourcefulness, coming from the simple desire of Edmond to create for himself the silhouettes and pieces he could not find for himself on the market. Edmond is reenacting the original concept to finance the business. Quickly, his signature asserts itself. The silhouettes are clean and structured, the palettes monochrome.
After graduating from school, he went through Publicis 133, then quickly became artistic director for Parfums Christian Dior. This experience did not make him abandon his project and even had him sharpen his sense of image and his perfectionism in creation.
Shot in Japan, the campaign deepens the narrative of the collection COUP D’ÉTAT : conceived and directed by Edmond Luu, it unfolds as both a cinematic homage to Japanese culture and a contemporary manifesto. The film introduces five archetypes of the PIÈCES UNIQUES man: the Elder, the Artist, the Free Spirit, the Dreamer, and the OG. Together, they form a composite portrait of identity: not a single persona, but a constellation of values and attitudes that shape the PIÈCES UNIQUES universe. As the film unfolds, young figures come together in a movement that is less about destruction than about construction. Their presence signals unity, openness, and the power of collective imagination. Bridging tradition and modernity, discipline and subversion, the film is both a character study and a cultural ode, where fragments of individuality come together to express collective transformation.
