June 2025CHELLE: Paradox Tailoring - unveiling emotions
Runway Production at Franck Areal, Art Basel
Presented in the context of Art Basel 2025 at Franck Areal, Paradox Tailoring marked CHELLE’s first major independent runway presentation — a deeply personal milestone and a powerful debut within a cultural environment shaped by experimentation and interdisciplinary exchange.
The collection explores an inner emotional landscape oscillating between clarity and chaos, strength and vulnerability, control and surrender. Each silhouette, seam, and textile choice reflects a process of confrontation, transformation, and re-ordering. Tailoring becomes more than construction — it becomes language. A way to articulate what cannot easily be spoken.
The show was conceived not as a conventional runway event, but as an atmospheric unveiling — a moment of emotional density where months of craftsmanship, tension, and devotion converged. Within the raw industrial setting of Franck Areal, the presentation allowed the audience to feel the collection physically and spatially — not only visually.
At its core, Paradox Tailoring made visible the energy, precision, and dedication behind each piece, placing equal value on process, team, and collective creation.
We supported the conceptual and creative development of the collection itself — working closely with CHELLE on refining the narrative, sharpening the emotional language, and strengthening the creative direction behind Paradox Tailoring. From early conversations to final staging, we acted as strategic and artistic sparring partners.
In addition, we were responsible for the complete realization of the show and team structure.
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Creative direction support during collection development
Conceptual refinement and narrative positioning
Hiring and assembling the full creative and technical team
Overall show concept development
Spatial planning and scenography
Lighting concept and atmosphere creation
Model casting and coordination
Hair & make-up direction
Styling assistance
Guest list strategy and invitation concept
Graphic design and communication assistance
Run-of-show creation and detailed timeline planning
Backstage organization and full show-day execution
Cross-disciplinary team leadership and production oversight
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Design & Creative Direction: Michelle Keller @mallekalle
Production: Aurora D’Agostino @aquaross
Runway Photography: Antaoliy Katselko @akaak.cr2
Scenography: Lorina Rebekka Röllin @lorinarebekka
Movement Direction: Lorena Phan @lorenaphan
Light & Sound: Laurent New @laurentnew
Sound Design & Remix: Timnah Sommerfeld @timnah_amenthia
Invitation Design: Zoe Barceló @zoe_barcelo Filip Despotović @filipdespotovic_
@supersoft.biz
Casting: Tamara Boeni @tamara.boeni
Styling & Dressing: Bianka Moos @biankadorinamoos
Hair & Makeup: K-Pony @kponystyling
Sewing Support: Tamara Boeni @tamara.boeni, Djonbarki Ly @djonbarkiiii, Marilu Cirillo @cirillomarilu, Raoul el Attar @raoulea
Videography: Silas Gotsch @silasgotsch
Social Media: Fabienne Maegli @faexyz & Pedro Masukidi @youngest_flexer._
Support: Djonbarki Ly @djonbarkiiii, Marilu Cirillo @cirillomarilu, Uliana @ululellee, Lina Yakobchuk @lina__yako, Amaara @f.amaara, Lara krasnitschi @lara_krasnitschi, Jessica Serrano @jesserranox, Felix Gerner @_felix.gerner_, Nik Kramarenko @nikviam
