This series started as a simple style exercise around luxury watches. Then we changed course.

Halfway through, we stopped. It was too predictable. Not enough us, not enough Souffle. So we dropped the prestige pieces and went looking for kitsch stuff online instead. We wanted to see what happens to the language of luxury when you point it at something cheap, and whether a strong point of view can make that thing beautiful.

We borrowed the codes of high-end watch advertising and lit every object to bring out each detail of how it's made. On the technical side, we combined studio photography with generative AI to get that slightly synthetic, too-perfect look. The finish is hyperrealistic, and it makes the gap between how banal the object is and how carefully it's treated even more obvious.

In the end it's about looking.