And it was all yellow

It’s the colour of the star we orbit, it’s the colour of those other notable French outer garments, the gilets jaunes of anti-government protestors, and it was Coldpay’s breakthrough international hit of 2000. There’s something about yellow.

Yet when interviewed about the song, Coldplay’s Chris Martin confessed the word just sounded right, it had absolutely no meaning in the lyrics whatsoever…. In this spot created by agency Rosapark and directed by Franco-Spanish director duo Realité, through Big Productions, it’s simply a bold hue that leaps out of every frame and catches the eye of a little girl who covets her big sister’s golden parka. 

To the wistful strains of the retro ballad, Les Bateaux, by Pépite, the film Fashion to Love Longer, follows the tot as she grows up, hoping one day to get her mits on her sibling’s jacket. As she comes of age and her sister finally bequeaths it to her, Aigle’s message of sustainability lands – these are clothes are made to last. 

The campaign is supported on social networks with the hashtag #LesPetitsMotsdeAigle (TheLittleWordsofAigle). On Instagram, the brand will give users the opportunity to rewrite the end of the film by providing them with the little blank note on which they can tag their brothers, sisters, or friends, for the chance of winning the famous Aigle jacket.