Guerlain × Vogue & GQ Arabia
Editorial Campaign
The Brief
Set design for Guerlain's editorial campaign published in both Vogue Arabia and GQ Arabia — two magazines, two entirely different visual languages, the same product, the same shoot day.
The Challenge
Vogue needed 'Majestic Cultures': rich, saturated, warm — Guerlain's L'Heure Dorée and L'Art & La Matière fragrances seen through the lens of Gulf pearl-diving, pearls as a restrained graphic element, the bottle treated as a fashion heirloom. GQ needed 'A Study of Form': precise, architectural, cool — each bottle as a sculptural object, light refracting through thick glass, shadows deliberate, nothing decorative. Two aesthetics that could not bleed into each other. Two complete sets of images. One production.
The Approach
Designed and dressed two distinct environments on the same shoot — each with its own surface palette, lighting logic, and prop language. The Vogue set built around warmth, depth, and material richness. The GQ set stripped to form: clean silhouettes, controlled reflections, the kind of restraint that makes a bottle feel like architecture. Switching between the two without losing the integrity of either required the set elements to be completely isolated — no crossover, no compromise.
The Outcome
Campaign published across Vogue Arabia and GQ Arabia. Two editorially distinct stories, one Guerlain product, delivered from a single production day in Dubai.