Cool French kids sneakers brand 10 IS (“tennis”) is growing, with new models, as well as more sizes in the range. For the realisation of their their Fall/Winter catalog, the brand invited Aurélie Lécuyer, the talented stylist/photographer and author of the delicious blog ledansla. Spotlight on the collaboration.

10 IS’ urban and timeless products combine noble materials and functional designs. This season the collection is enriched by two new models, a Double Zip and a Super High, and by details such as braiding, silver dots, colourful suede and scratched leather. The size range now goes up to 38 so moms who are jealous of their children’s shoes will be able to buy a pair for themselves ;-)

Aurélie Lécuyer

How did the collaboration with 10 Is happen?

Benjamin, the Communication Manager  of 10 Is, contacted me to do the photos with the idea to do the shoot in my house (that you can see here). He was interested in that aspect. The artistic direction was then discussed and decided together.
What about the photo shoot itself, can you share some details?
We needed a boy and a girl. Benjamin had already chosen Jules, the boy. On my side I was fixated on using Violette, who is a close friend to my son, because she is so spontaneous that she brings something very lively in photos.
It was quite funny to see the interaction between Jules, very serious and professional (he comes from an agency), and Violette who was more focused on having a good time and joke around. It was a very nice mix.
Who are your main clients and what are your future projects?
I have been working with Peclers, a trend agency for a very long time. Today I work more and more frequently directly with clients, in children’s fashion but also in interior design/home decor. I am currently working with Babaà, a children´s knitwear brand hand made in Spain and designed to last, and Tove Johansson, a swedish designer who is launching a new line of printed fabrics and cushion.  I am also working on a personal project, but it is too early to speak about it.