A.P.C., a culinary experience

The Brief

As part of my Brand Direction class, I took on the role of Creative Director for A.P.C., imagining a three-month culinary collaboration with Parisian restaurant Onii-San.

A.P.C. has built its identity around understated design, French savoir-faire and a strong sense of cultural authorship. Yet in an increasingly experience-driven fashion landscape, where brands such as Jacquemus, Miu Miu and Loewe have built relevance through food, hospitality, art and cultural programming.

The opportunity was therefore not to reinvent A.P.C., but to make its existing cultural identity more tangible, contemporary and participatory.

The Strategy

Rather than creating an experience disconnected from the brand, I looked at the personal influences embedded within A.P.C.'s creative identity - particularly Jean Touitou's Japanese influences and Tunisian heritage.

This became the foundation for a collaboration with Onii-San, an up-and-coming Parisian restaurant bringing Japanese and Tunisian influences together. Food provided a natural way to translate A.P.C.'s cultural references into something people could experience, share and remember.

The collaboration positions A.P.C. not simply as a fashion brand, but as a cultural host: creating a space where its references, values and personal history can be experienced beyond clothing.

The Identity

The visual identity brings A.P.C. and Onii-San together through a shared visual language. "Tunisia" appears in Arabic, while vivid blue, white and red draw from Tunisian ceramics.

The Experience

The menu acts as a translation between the two cultures: tuna brik shaped like a gyoza, citrus and olive oil sashimi, harissa miso donburi and matcha kâk anbar.

The collaboration launches with an intimate dinner for 40 guests, accompanied by a Habibi Funk DJ set. The experience extends beyond the restaurant through bespoke invitations, a recipe book, aprons, while guests receive A.P.C. olive oil and harissa as take-home gifts.

The result is a collaboration designed to turn brand heritage into lived cultural experience, creating new points of contact between A.P.C., its existing identity and a contemporary audience.