TDRA, Aura’s art director: the eye behind the visual identity
Since September 2024, Aura’s visual identity has carried one signature: that of Titouan Fournel, aka TDRA. In September 2025, he joined the team in-house.
Since the start of the project, in September 2024, Aura’s visual identity has carried one signature: that of Titouan Fournel, aka TDRA. A close friend of the founding duo and art director, he designed the logos, framed the photos and built the graphic language that gives the store its world.
In September 2025, he joined the team in-house. A look back at a central role and at what his arrival changes.
A friend first
TDRA did not come to Aura through a job ad. He is part of Manolis and François’s close circle, and he followed the project from the very first conversations. When the question of the visual identity came up, in autumn 2024, the answer was obvious.
He brought his eye, his ideas and his creative energy at a time when everything was still to be built: the name had just been chosen, the selection was taking shape, the shop did not exist yet.
From logos to photos
TDRA’s work starts with the foundations: the logo, the typography, the graphic codes you find on the shop window, the bags, the website and social media. It then extends into photography and video, all the way to the lookbooks and the season films.
He is the one who shapes Aura’s visual identity and helps give the project its distinctive world, consistent from one medium to the next.
September 2025: in-house
A year after the project began, TDRA joined the Aura team in-house. Until then, he had worked with us from the outside. Moving in-house lets him apply his vision fully to everything the store produces.
The projects that followed bear his mark: Aura’s first short film for the FW25 launch, the FW25 lookbook published as a book, then “The Potatoes Dream” in spring 2026, which he co-directed.
FW25 launch: our first short film →
The Potatoes Dream: the SS26 short film →
What it changes
Having art direction in-house means working on the image at the same pace as the selection. A collaboration is conceived with its visuals from the outset, a season launch becomes a film, a Live Session gets its own poster and photo series.
At Aura, the image is not a layer added at the end. It has been part of the project since day one, and TDRA is the reason why.
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