Creative Vision for Luxury Brands - Paris-based Art & Creative Director Serge Derossi on Branding, Innovation, and the Art of Staging Elegance
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On GoSee, we introduce Serge Derossi, a visionary Creative Director who continues to shape prestigious fashion and beauty brands. He began his career at Vogue France and has since collaborated with Donald Schneider Studio and held art direction roles at BETC, Mazarine, Ogilvy Paris, and Accor Group. He also served as Creative Director at Estée Lauder Companies.
Specializing in branding, digital campaigns, scenography, and luxury retail, Serge currently works with leading brands such as L'Oréal Luxe, Ralph Lauren, Valentino Beauty, and Givenchy. His projects span fashion, music, art, and high-end advertising, including notable contributions to Bureau Futur Betak and the Musée de la Mode de Marseille with Karine Arabian.
Serge Derossi now works as a consultant for 360° image strategies. For Ralph Lauren Fragrances and L'Oréal Luxe New York, he collaborated on image strategy development and conceptualised the Lando Norris x Polo Red campaign. For Shu Uemura Tokyo, he created film campaigns, brand image guidelines, and the lipstick design concept. He also contributed to one of the latest social media campaigns for Parfums de Marly. Across all his campaigns, Serge works closely with marketing teams and oversees production, including art direction, photography, shooting, styling, and staging.
In our interview with Serge Derossi, we learn how his journey from Vogue France to iconic projects with Ralph Lauren and L'Oréal made him one of the most sought-after creative directors in the luxury industry. He shares insights into his creative philosophy, the balance between authenticity and innovation, and the role of new technologies in his work.
You’ve had an impressive career working with some of the most iconic names in fashion and luxury. Can you share your journey from Vogue France to becoming a creative director in this dynamic field?
Serge: It's true, I started my career at Vogue France, working with Donald Schneider—he was my mentor. I learned everything from him: the rigor of an image, how to tell stories, how to stage them, and how to lay them out on a page. Later, I joined his Donald Schneider Studio. Donald eventually returned to Berlin, and I stayed in Paris, where I began working with major advertising agencies and brands like BETC Luxe, Mazarine, Givenchy, and LVMH. I naturally moved from print to advertising, as brands and agencies were seeking creatives who understood the codes of luxury, fashion, and beauty, and who could create content, reflect on identity, and give meaning.
How would you describe yourself when someone asks, “Serge, what exactly do you do?”
Serge: If I had to describe myself, I’d say I love telling stories and staging them with the best talent. I'm a sort of conductor—a director, you might say. Over the course of my career, I’ve worked across a wide range of projects: from print to digital, from packaging to retail, from film to storytelling. All this experience enables me to serve a brand or project with a 360° vision.
One of your most remarkable projects is the set design for Karine Arabian’s exhibition at the Musée de la Mode in Marseille, in collaboration with Francis Kurkdjian and Angelin Preljocaj’s ballet. How did you merge fashion, perfume, and dance into one immersive experience?
Serge: It was an incredible project—one year of preparation! At the time, I was working on the image of Karine Arabian's brand, and we had a deep connection—shared tastes in music, art, and more. When she was invited to present a major exhibition at the Musée de la Mode in Marseille, it was natural that she asked me to do the set design. The exhibition represented her work, her obsessions, her passions, and her links to art, music, and dance—passions we share. We collaborated with people like Francis Kurkdjian, who created scents for parts of the scenography, and Angelin Preljocaj, with whom we shot a concept video in the Pavillon Noir, later shown throughout the exhibition. We wanted to evoke sensations and offer an immersive experience.
Working with brands like L'Oréal, Ralph Lauren, and Louis Vuitton comes with its challenges. What’s the key to maintaining brand authenticity while pushing creative boundaries?
Serge: The key is staying connected to the brand’s history—its roots—and reinventing them using today’s tools and technologies. You need to keep your identity without falling for every trend. It's also essential to listen to your audience without trying to seduce them at all costs. Be as authentic as possible. Cultivate your difference.
What’s your take on the rise of AI in the creative industry?
Serge: Great question, and very topical! Yes, there’s a huge buzz around AI right now. But let’s be clear: AI won’t replace creatives or producers. It's a fantastic tool to help us create. This year, I worked with companies like Showroomprivé, where I collaborated with AI engineers to develop creative processes. On Ralph Lauren projects, AI helped storyboard concept films—providing realistic visuals that helped sell the project better and allowed us to focus on the core concept.
On a YUESAI campaign (a Chinese skincare brand), we had to create a print and film campaign. While everything was shot with a real model, we used AI and traditional tools to create and animate the background—offering creative, budget-friendly solutions.
What do you see as the future of luxury brands, and how are you adapting your creative approach to stay ahead of the curve?
Serge: The future of luxury lies in true eco-responsibility. Generation Z isn’t easily fooled—they care about the planet, and so should we. Some brands are already asking me about this. We now have the technologies to do almost anything—and AI is part of that. But staying ahead means rethinking how we work—from the design of a garment or campaign to its execution—with sustainability at every step. A great example comes from the music world: Massive Attack recently toured with a low-carbon approach, saving 70% in carbon emissions. These are the kinds of challenges that will shape the future of luxury—and our work as creatives.
You’ve worked across fashion, music, and art. How do you navigate these intersecting worlds, and what inspires you to keep exploring new collaborations?
Serge: I’ve always moved between art, fashion, and music—it goes back to my fine art studies. I’ve always wanted to keep that multidimensional approach. These creative worlds have always been connected, and it’s become even more vital today. Which I think is a very good thing!
As a creative director in a constantly evolving industry, how do you stay inspired and continue innovating?
Serge: I stay connected to creation in all forms—painting, photography, film, music, past and present. You can’t create without being in touch with the past, the now, and what’s coming next. I also stay tuned into new technologies.
Tell us about your work with Estée Lauder.
Serge: Yes, of course. This was an exciting project. The Estée Lauder Group owns Darphin, a skincare brand that needed revitalization. The objective was to develop a 360° image strategy to reposition it within the skincare market. It took months of strategic thinking—from identity, digital, and retail to packaging and spa institutes. It was fascinating work.
Could you explain the idea behind Chaumet’s high jewellery collection Ondes et Merveilles, a tribute to the beauty of the seas and oceans?
Serge: It was a fascinating project. I’ve always admired the craftsmanship in high jewellery. The Mazarine agency brought me in to develop a campaign concept for this new Chaumet collection—a tribute to nature, particularly the ocean. It made sense to build the visual language around that—playing with colours and subtle natural tones to reflect the beauty and complexity of the sea.
How did you get involved with the Ralph Lauren fragrance project?
Serge: I worked with an agency and the L'Oréal NY team, who manage Ralph Lauren’s fragrances globally. It was a major project that lasted several months. My role was to develop the image strategy. I researched Ralph Lauren's history extensively to shape a communication strategy that could carry the brand’s fragrance line into the future. We also developed the film concept for the Polo Red campaign. The idea, "Design Your Dream," emerged from Ralph Lauren’s passion for racing—he owns an incredible car collection. Themes of performance, freedom, and self-expression resonate deeply with him, and we wanted younger audiences to connect with that in a cinematic, raw style—far from overly polished ads. The bold red of the bottle is a visual thread running through the film.
Do you still find time for hobbies or leisure? What do you enjoy in your spare time?
Serge: Yes, I’m a big fan of the mountains and the sea, and I love authentic, wild places. We often go to Savoie near Switzerland or to "les Landes," always in wild places far from the tourists. I love it because it allows me to recharge my batteries and connect with the elements of nature.
You live in the creative epicenter of Paris—can you share some of your favourite places with us?
Serge: I always love going to the Musée d'Orsay. I also love the Fondation Pinault. I’m a fan of Japanese cuisine, and I love going to iRASSHAi in Paris 1—the food is delicious and authentic, and the setting is beautiful and relaxing. I also love going to the Saint Laurent Rive Droite bookshop, where you can find all sorts of beautiful artists' editions!
More artwork & campaigns via sergederossi.com
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