Strategy & positioning
The point of view, the audience and the cultural context. We define what a brand stands for, the story it has to tell and the direction that guides its decisions.
Strategy & creative direction
A considered
point of view.
A French creative practice.
Working between Paris and New York.
Based in New York. A French perspective.The thinking behind The Proper Label.
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The point of view
Quiet in expression.
Distinct in character.
We are an independent French creative practice based in New York. Led by Camille Tanoh, we bring together people working across strategy, design, image and culture. Our work moves between Paris and New York, connecting the first idea to the collection, campaign, object or experience it becomes.
Our French sensibility is expressed through an eye for proportion, a respect for craft and a belief in restraint. The shape of a shoe, the rhythm of a film and the identity of a brand belong to the same conversation. We approach sport through fashion and culture, with quiet elegance.
The work, across disciplines
A practice in many forms.
From a shoe drawing to leather outerwear, a campaign to a film. Selected work by Camille Tanoh and his collaborators.
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The practice
From the first idea
to its expression in the world.
We connect the strategic and the creative. Each project asks for a different combination of disciplines, held together by a clear intention.
Identity & art direction
The visual and verbal language of a brand. Typography, imagery, words, sound and movement become parts of a recognisable whole, with consistency across each encounter.
Fashion, runway & presentation
Creative direction for the way a collection is seen and experienced. We connect its story with the image, setting and rhythm of a runway show or a more intimate presentation.
Sport & cultural projects
We consider sport as a culture: its rituals, communities, clothes and objects. That perspective informs the identities, collaborations and creative concepts we shape, with specificity and refinement.
Objects, images & editorial
We carry a brand’s intention into physical and editorial form. Objects, collections, photography, film and written stories offer different ways to express the same sensibility.
Mobile & agentic experiences
We think from the phone outward, across websites, content and interactions with agents. We consider how a brand speaks, responds and behaves as its digital presence evolves.
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Selected work
The Proper Label.
An ongoing relationshipThe Proper Agency is where the strategy of The Proper Label is conceived. It is the continuing relationship at the centre of our practice, connecting brand thinking, creative direction and the expressions of a Maison de Sport.
The Starball and the Moccasin. Two expressions of the same sensibility: the culture of sport and the quiet precision of a leather shoe. Considered together, they suggest a way of dressing, moving and seeing.
Explore The Proper Label04