Finalist – Prix Picto de la Mode 2024 : Anna Leonte Loron

“After several years in an advertising and design agency, where she was able to flourish for a time as a strategic planner, in playing with words and images, it is in photography that Anna Leonte Loron has truly found itself. For its aesthetic dimension. And its storytelling strength. What drives it above all is to tell stories. Stories in images and words. Simple stories. In what “they show, as much as in what they tell. Because simplicity requires truth. Intimate stories. Because the intimate told in a simple way, in a true way, can find an echo somewhere. It can become universal . He can bring us closer. To the point of leaving no one in the dark. His eye often stops on what we consider to be a detail. Details of everyday life or life itself, on which we pay little or no attention , due to lack of time or modesty. However, they are capable of awakening our senses, awakening a memory or arousing an emotion. According to her, this is what gives them this sensuality. This sensuality capable of touching us. Film in hand, Anna Leonte Loron freezes it to share.”

“Anna Leonte Loron is A.L.L, and what I want is to tell stories that speak to everyone. Simple and intimate stories, to the point of becoming universal. Stories capable of bringing us together, in what life has that is unhappy and beautiful, in its little nothings and its great wholes. I looked for a fashion story capable of doing the same. To get closer to the intimate, I got closer to the body. Clothing then, since it is first and foremost that which touches us. But I looked for a garment capable of touching us to the heart, A garment capable of moving us. Every time. To the point of never tiring of us . I looked for it in my wardrobe, and in those of the women around me. And I found it. This item of clothing is Momo’s trench coat, Jean’s Lacoste jacket, Dada’s leather skirt , the outfit in which Francine got married, André’s jacket, the only biker in his long list of lovers. This garment is the one we inherited. The heritage. A separate piece in our wardrobe. So much he, she, has been in our life. We don’t put this item of clothing on. We take the time. To look at it. To touch it. To feel it. You hold it against you first, Then you put it on yourself. In an almost religious dance, which summons fragile memories. We cover ourselves with it, until it embraces us. And this embrace always ends up carrying us. There is immense pride in carrying the heritage. A pride that makes us stronger.”

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