FW25 launch: our first short film and the Fall/Winter 25 lookbook
In October 2025, Aura Store took a new step with its first short film for the FW25 launch. The lookbook was born on the same shoot.
In October 2025, for the launch of the Fall/Winter 25 season, Aura Store made its first short film. Not a standard campaign video: a scripted, offbeat film that tells, with humour, the behind-the-scenes story of a season launch and the way we work as a team.
The FW25 lookbook was born on the same shoot. Here is how the two projects came together.
Why a short film?
Every season, a new selection arrives in store. Presenting it through product photos alone says nothing about what happens behind the scenes: the conversations with brands, the boxes, the choices, the discussions.
We wanted to show that side of things, but without the seriousness of a making-of. Hence a film written like fiction, with a deliberately offbeat tone, that stages a season launch the way we actually live it.
Three formats
The shoot produced three formats, each designed for its own platform.
The long film, published on YouTube, with the full story.
The short format, for Instagram, which condenses the film into a few scenes.
The vlog, lighter, which reveals the behind the scenes of the shoot itself.
Watch the FW25 short film on YouTube →
The FW25 lookbook, shot at the same time
During the shoot for the short film, we used the energy of the moment to create the Fall/Winter 25 lookbook. The idea: keep the authenticity of a film set, but this time through photographs.
The images are not studio poses. They were taken between two scenes, with the same people, the same pieces and the same light as the film.
A lookbook in book form, available in store
As every season at Aura Store, the lookbook is unveiled on Instagram. It is also published as a book, available exclusively in our store at 2 rue Châteaurenault, Rennes.
It is a way of keeping a physical record of each season, to leaf through in store or take home.
The FW25 selection
The film and the lookbook feature the pieces of the Fall/Winter 25 season: the selection as it arrived in store in September and October 2025. Some of these pieces are still available, subject to stock.
FW25 launch: the details
Project: Aura Store's first short film, made for the launch of the Fall/Winter 25 season.
Date: October 2025.
Formats: long film on YouTube, short format on Instagram, behind-the-scenes vlog.
FW25 lookbook: photographed during the shoot, unveiled on Instagram and published as a book, available in store only.
See also
The Potatoes Dream: the Spring/Summer 26 short film →
The story of the project, from September 2024 to opening day, is in the birth of Aura Store.
Frequently asked questions
Where can I watch Aura Store's FW25 short film?
The long film is published on Aura Store's YouTube channel. The short format and the behind-the-scenes vlog are on our Instagram account, @aurastore.eu.
Where can I find the FW25 lookbook in book form?
The Fall/Winter 25 lookbook is published as a book and available exclusively in store, at 2 rue Châteaurenault, 35000 Rennes. It is not sold online.
Does Aura Store make a lookbook every season?
Yes. Every season, a lookbook is unveiled on Instagram and published as a book. Since FW25, it has been accompanied by a short film.
