Kevin Tekinel and Charles Levai’s Creative Agency Maybe Is Defining a New Era of Fashion Branding

Jene J. Long

When looking at a cheeky advertisement for “Jacquemousse” or a shorter video for Versace in which a group of authentic-daily life cheerleaders complete stunts in uniforms by the Italian label, you are not likely to end and surprise who established this kind of clever concepts. Your concentration is on the storytelling. And for Kevin Tekinel and Charles Levai, that’s accurately the issue. In the almost a few yrs because the near good friends and creative directors launched their Paris-based agency Probably, the duo has been quietly shaping the luxurious branding landscape with memorable campaigns for some of the most esteemed vogue houses which includes The Row, Proenza Schouler, Hermès, Louis Vuitton, Coperni, Miu Miu, Gucci, and lots of extra.

With these kinds of a large vary of clientele their strategy to initiatives is hardly ever just one-sizing-fits-all. “It’s normally a large collaboration,” Tekinel claims. “I assume what is definitely important is accepting that we’re never executing it for ourselves always. We’re carrying out it for the popular objective to support a brand name or to enable a magazine or whatsoever.”

Levai and Tekinel have been performing carefully with each other considering the fact that serving as innovative directors at L’Uomo Vogue, but they arrived at the profession by means of different paths. Tekinel, who analyzed movie in school, was inspired to change his abilities to style immediately after operating as a manufacturing assistant on the established of The Devil Wears Prada. He would later on go on to develop into the Main Resourceful Officer of Giovanni Bianco’s Studio 65 in New York. Meanwhile, Levai spent yrs functioning with Thomas Lenthal, the founding artwork director of Process magazine.

Through their yrs of knowledge they would create a multidisciplinary solution to branding that would prove to be hugely beneficial on Maybe’s 2019 debut. “It was COVID and a good deal of brand names achieved out to us for the reason that we were ready to create some written content for them with no truly taking pictures stuff,” Tekinel says of their very first year. “We were just applying archival points or making 3D and animated content, so it was exciting to come across new means to produce photographs devoid of shooting.”

A campaign for Proenza Schouler’s White Label.

As for how they arrived at It’s possible for the agency’s title, “It’s a word we use a lot when preparing a shoot or coming up with suggestions,” Levai says. “And then we questioned why we ended up applying it. It could be perceived as a little something that’s indifferent, but we had been seeing it as a word for risk. We like the thought that all the things is attainable at initial and it is never a no. It’s the start of a dialogue.”

In the previous, Tekinel has described the perform of innovative course as staying relatively like that of what is depicted in Mad Men—albeit It’s possible is a a great deal, considerably smaller procedure than Sterling Cooper. Even now, with some of the most popular luxury consumers in the earth, Tekinel and Levai signify a new era of imaginative executives who are driving this decade’s branding aesthetics. Right here, just in time for Paris couture week commencing July 4th, they share their information to in search of inspiration in the Metropolis of Light-weight.


If you get sick of the french bistro vibe, consider the new seafood restaurant Le Collier de la Reine (57 Rue Charlot) in the Marais, which has a 90s New York experience.

Parcelles (13 rue Chapon) has amazing foods and wine on a relaxed road in the Marais.

Le Cherche Midi (22 rue du Cherche Midi) is a Parisian institution involving Saint-Germain-des-Pres and Le Bon Marche with fantastic Italian foods.

For a good crack during warm June times, we rely on Mary Gelateria for artisanal ice cream.

Vantre (19 rue de la Fontaine au Roi) is up coming to our place of work and our go-to area for a quick and mouth watering lunch.


If you are hunting for the new La Perle or the new Saint-Gervais, test Chez Francis (35 Rue Saint -Sauveur) for relaxed drinks.


Sauvages (58 rue Jean-Jacques Rousseau) is a fun minor club open up until finally late.

Le Colonia (18 rue de Beaujolais) is a concealed bar that demands a code to enter.

Galleries and Museums

We appreciate going to the Fitzpatrick Gallery (123 Rue de Turenne) for the Louis Eisner show the Sans Titre (2016) (33 Rue du Faubourg Saint-Martin) for the 96-12 months-aged Italian artist Ezio Gribaudo’s demonstrate Apartment-Atelier Le Corbusier (24 Rue Nungesser et Coli) where Le Corbusier used to dwell (it was renovated and reopened a pair of many years back) Institut Giacometti (5 Rue Victor Schoelcher) wherever they’ve recreated the Swiss sculptor’s studio and it’s definitely impressive and our favorite museum in Paris, Musée Bourdelle (18 Rue Antoine Bourdelle), that feels frozen in time.


Studio W (21 Rue du Pont aux Choux) has a very well-curated collection of 70s and 80s vintage designer looks for ladies.

Husbands (57 Rue de Richelieu) provides a great working experience if you are looking for a custom made-designed go well with.

Antirouille (2 Rue Gérando) has a fantastic range of classic clothing from the 1900s to 1980s.


Chateau Voltaire (55 Rue Saint-Roch) is terrific for beverages at the bar as nicely as dinner.


Puces de Saint-Ouen is a excellent escape on a sunny working day, with lunch next doorway at Bonne Aventure (59 Rue des Rosiers).

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