12 Days Until Christmas is an editorial project produced at GRÉGOIRE Studios, a visual advent calendar that doesn't follow the conventional patterns of seasonal communication.

The project brings together the nostalgia of the '70s and '80s, après-ski aesthetics and a different kind of Christmas. It proposes a visual approach that blends cultural references with the energy of a fashion editorial.

LETTER ONE

Subject: Dear Santa, are you up?
Body: It's December. I'm spiraling. Thought you should know.
Sent on Sat, Dec 13, 04:40 PM EET

LETTER TWO

Subject: Re: Re: Re: Christmas
Body: Just checking if manifesting counts as a formal request.
Sent on Sun, Dec 14, 08:31 PM EET

LETTER THREE

Subject: Hi Santa, quick question
Body: Do you still reward good behaviour or is this more of a vibes-based system now
Sent on Mon, Dec 15, 06:55 PM EET

LETTER FOUR

Subject: Out of office auto-reply
Body: Hi Santa, I'll be unavailable until further notice.
Sent on Tue, Dec 16, 07:56 PM EET

LETTER FIVE

Subject: Santa, be honest
Body: Are you ignoring me or just prioritizing your inner circle?
Sent on Wed, Dec 17, 06:22 PM EET

LETTER SIX

Subject: Santa, per my last email
Body: Still working. No urgency. Just noting.
Sent on Thu, Dec 18, 04:59 PM EET

LETTER SEVEN

Subject: Thanks, Santa
Body: For nothing specific. Just… thanks for the plot.
Sent on Fri, Dec 19, 12:51 PM EET

LETTER EIGHT

Subject: Santa, quick sync
Body: Do miracles come in small, aesthetic formats?
Sent on Sat, Dec 20, 05:00 PM EET

LETTER NINE

Subject: Santa, just looping you in
Body: I'm pretending to have a plan. Please act surprised.
Sent on Sun, Dec 21, 08:33 PM EET

LETTER TEN

Subject: Santa, casual reminder
Body: I've been good. Not great. Good.
Sent on Mon, Dec 22, 08:17 PM EET

LETTER ELEVEN

Subject: Santa, last email I promise
Body: If nothing changes, at least let it look intentional.
Sent on Tue, Dec 23, 07:55 PM EET

LETTER TWELVE

Subject: Santa, approved
Body: Consider this season complete.
Sent on Wed, Dec 24, 07:50 PM EET

Creative Direction & Production: Ana Petrișor, Creative Director @ GRÉGOIRE

Model: Alessia Doman

Location: GRÉGOIRE Studios