Creative Director, Fashion Designer & Photographer, Tarik Koivisto, created and shot the Holiday 21 Collection at the historic Chateau Charelval for her brand, Luxe Provence.

Tarik Koivisto was honoured to shoot the Luxe Provence Fete 2021 campaign at the magical Château Charleval – Provence Art Gallery. Originally constructed in 1854, this rare Renaissance style chateau and its four hectare sculpture garden in a sleepy village in the Luberon has been preserved and turned into an incredible modern art gallery by philanthropist, entrepreneur, sculptor and art collector, Daniel Rocher. Learn the full story about this incredible art and culture venue on the Luxe Provence blog.

Creative Direction, Fashion Design & Photography: Tarik Koivisto
Client: Luxe Provence
Venue: Château Charleval – Provence Art Gallery
Model/HMUA: Louise Pascal

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The Luxe Provence 2025 Slow Living collection was shot at the Luberon’s Domaine de la Barielle with the goal of creating ethereal images that emphasized the brand’s slow fashion values and ethics in contrast of the fast, fashion movement.  The goal with the images were to create a peaceful and beautiful brand campaign to contrast the stress of current times and reinforcing the brand’s values of slow living. All of the Luxe Provence collections are ethically made in France in two women-run ateliers in Provence and Paris. The brand’s slow fashion mission is on local ethical production, mindful consumption and using only sustainable or natural materials for their collections to create in harmony with the planet.

Creative Direction, Fashion Design, Video & Photography: Tarik Koivisto

Client: Luxe Provence
Venue: Domaine de la Barielle
French Model/Actress/HMUA: Louise Pascal

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The Luxe Provence 2024-2025 Resort Collection focused on vacation and yacht-inspired wear that represents the beauty and lifestyle of the South of France’s Riviera.

Creative Direction, Fashion Design, Video & Photography: Tarik Koivisto

Client: Luxe Provence
Venue: Cassis
French Model/Actress/HMUA: Emma Houvenagel

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Creative Director,  Fashion Design & Photography by Tarik Koivisto, the Golden Era Collection for Luxe Provence

Luxe Provence’s Golden Era Collection was inspired and shot by Creative Director, Tarik Koivisto, in the sublime, historic gardens of the late iconic, Vogue Photographer, Henry Clarke. The Aumonerie is located on the French Riviera, and its villa and gardens entertained many famous celebrities and Vogue models throughout the 50’s – 60’s, including the likes of Grace Kelly. This Luxe Provence collection was inspired by the elegance of this exciting time in the French Riviera. Fashion design, art direction, styling, creative direction and photography by Tarik Koivisto for Luxe Provence.

Creative Direction, Fashion Design & Photography: Tarik Koivisto
Venue: Aumonerie, French Riviera
Model/HMUA: Louise Pascal

Client: Luxe Provence 

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The Luxe Provence Escape Collection played upon the months of Covid-induced confinement and featured vacation and seaside imagery in resort wear silhouettes designed to escape the harsh past few months. Fashion design, creative direction, brand photoshoot and social media campaign content was taken by Tarik Koivisto featuring French model and actress, Louise Pascal. The campaign included a social media video one-shot take of Louise swimming in the Mediterranean Sea in stunning Cassis in her Luxe Provence linen dress.

Creative Direction, Fashion Design, Video & Photography: Tarik Koivisto

Client: Luxe Provence
Venue: Aix-en-Provence
French Model/Actress/HMUA: Louise Pascal

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Creative Director,  Fashion Design & Photography by Tarik Koivisto, Luberon Collection 2024 for Luxe Provence

Luxe Provence’s Lost in the Luberon Collection was inspired by the charming hilltop villages of the Luberon. Shot by Creative Director, Tarik Koivisto, in the village of Oppede-le-Vieux and Luberon countryside featuring Provence’s golden light and Luxe Provence muse and model, Louise Pascal.

Creative Direction, Fashion Design & Photography: Tarik Koivisto
Model/HMUA: Louise Pascal

Client: Luxe Provence 

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Creative Director, Fashion Designer & Photographer, Tarik Koivisto, created and shot the Autumn 2020 Luxe Provence campaign the day before France entered into a three month confinement.  

Tarik Koivisto’s Luxe Provence AW 2020 season collection was inspired by Cézanne and his favorite landscapes, shot in his beloved Le Tholonet and the Aix-en-Provence countryside with the Sainte Victoria as a backdrop.

Creative Direction, Fashion Design & Photography: Tarik Koivisto
Client: Luxe Provence
Model/HMUA: Louise Pascal

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After launching numerous brands for a wide variety of clients, Tarik Koivisto created and launched the brand Luxe Provence from A-Z. Tarik defined a clear brand strategy, product offer that appealed to her definition of the ideal audience and the brand was met with great success to discerning clients around the globe. Tarik developed all marketing, content and key messaging married with strong, emotionally impactful visual communications to attract a loyal American and international client base resulting in sold out collections each season creating both a blog and e-commerce website.

The Luxe Provence brand experience consists of multiple websites and cohesively branded social media including: an e-commerce site and blog designed to ‘Celebrate the Good Life‘. The blog features slow living content which supports the product lines while spotlighting talented local artists, behind-the-scenes collaboration design, Mediterranean inspired recipes, slow living features and Provence travel guides featuring her own  visually stunning photographs. Tarik designs and locally produces her fashion collections each season working with the finest Provence artisans, ateliers and couturiers in the region.

Tarik also leads all ethical local production, business development, fashion photography, press communications and social media (Facebook, Instagram) which allows her to pursue her passion in visual design: from fashion, product design, photography and graphic design.

She has collaborated with influential American photographer in Provence, Jamie Beck, on a coveted capsule collection, as well as with, Mas de Poiriers helping the brand launch their first dress collection.  Tarik is a pioneer in creating and defined  the slow fashion movement early on, being one of the first implement the #slowfashion hashtag to her Luxe Provence collections on instagram. Her ethically created designs have been featured in: Vogue, Marie Claire, InStyle, Who What Where {learn more}.

Brand Creation, Identity, Strategy, Fashion Design, Graphic Design, Web Design and Photography: Tarik Koivisto, Jamie Beck self-portraits for Luxe Provence in image 3/4
Brand: Luxe Provence

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The first Luxe Provence slow fashion collection was met with great enthusiasm and the brand continues to release sold-out seasonal collections inspired by the chic South of France style. Each collection is inspired by a specific region incorporating the beautiful landscapes and authentic slow living style that Provence is coveted for and incorporates artisanal accessories. All collections are proudly and ethically Made in Provence using sustainable natural materials and luxury deadstock created by the finest artisans, couturiers and ateliers of the region.

Client Brand: Luxe Provence
Creative Director, Fashion Designer & Photographer: Tarik Koivisto
Model: Renata Negroni in a private bastide in Aix-en-Provence

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