The codes 28 April 2023

No advertising

Since 1975 and the creation of the brand, agnès b. never used advertising. 

"I’m a kid from May 68, its culture is ingrained in me. There was this slogan: 'advertising is stupid, advertising makes you stupid.' It spoke to me. Since I created agnès b. I’ve never used advertising. It was an echo to the perfectionism of Guy Debord, and it also reminded me of George Perec, who was a neighbour I’d run into in 1968/1970. It’s the press that made me, in a time where everybody was free. Magazines like Marie-Claire, Elle, Jardins Des Modes were already showing my clothes. Journalists clearly understood that there was something happening at 3, rue du Jour, where everything began."