PARIS, Apr 22, 2010 / FW/ — Young, dynamic and full of ideas, fledging Antwerp-based label Maison Vandenvos shots its whole Spring / Summer 2010 collection in a 19th century castle turned luxury hotel Le Beaumanor in Biarritz in the Atlantic coast of France.

Instead of creating a standard Lookbook, Creative Director Damien Fredriksen Ravn and photographer Francois Rousseau decided to make a web short and put the still photos in a magazine of their own creation.

The whole shoot for that weekend can be seen at featuring both the movie and the still shots.

Founded in 2006 by Roger Elsten and Matthijs Vos, Maison Vandenvos began as a womenswear label offering modern dresses in 1970s print. On the second season, the menswear collection was born, and thus evolving the label into a total look concept.

Appealing to the young fashion consumer, there is always an element of the risqué in Maison Vandenvos. Helmed by Norwegian-born and Royal Academy of Fine Arts Antwerp graduate Damien Fredriksen Ravn, pushing the fashion envelope is part of the brand’s DNA.

Since 2008 Maison Vandenvos has been collaborating with renowned photographer Francois Rousseau for visualizing the brand with its bi-annual magazines.

The result, a fashion-forward label that is not afraid to question the status quo.

Photos by Francois Rosseau, courtesy of Maison Vandenvos