The accessible line of the MaisonMaison history ↗

TPL®by The Proper Label

The spirit of the Maison, for more of us.

Clothing, footwear and everyday pieces by The Proper Label. A shared sense of style, at a more accessible price.

Shop TPL ↓

Campaign / Sustainability for All

Original trailer · 2023 · 1:22

Direction & narration: Camille Tanoh / The Proper Kid
Campaign photography: Joel Bessa

Shop TPL

Clothing, footwear & everyday pieces

Refine

Sort by
Price range / USD
Product category
Size
Color
Collection

The campaign

Joel Bessa / 2023

00Between two cities

Sustainability for All — Joel Bessa, 003
003Joel Bessa
Sustainability for All — Joel Bessa, 010
010Joel Bessa

01By the water

Sustainability for All — Joel Bessa, 001
001Joel Bessa
Sustainability for All — Joel Bessa, 002
002Joel Bessa

02Consciousness

Sustainability for All — Joel Bessa, 004
004Joel Bessa
Sustainability for All — Joel Bessa, 007
007Joel Bessa
Sustainability for All — Joel Bessa, 015
015Joel Bessa
Sustainability for All — Joel Bessa, 005
005Joel Bessa
Sustainability for All — Joel Bessa, 020
020Joel Bessa

03In the details

Sustainability for All — Joel Bessa, 006
006Joel Bessa
Sustainability for All — Joel Bessa, 012
012Joel Bessa
Sustainability for All — Joel Bessa, 014
014Joel Bessa
Sustainability for All — Joel Bessa, 016
016Joel Bessa

04Objects in motion

Sustainability for All — Joel Bessa, 008
008Joel Bessa
Sustainability for All — Joel Bessa, 011
011Joel Bessa
Sustainability for All — Joel Bessa, 018
018Joel Bessa
Sustainability for All — Joel Bessa, 009
009Joel Bessa
Sustainability for All — Joel Bessa, 019
019Joel Bessa

An open invitation

TPL brings the Maison’s world to a wider audience: expressive clothing, footwear and everyday pieces designed to be worn, kept and made your own. The line continues beyond any single season or campaign.

An intention, on record.

2023

Sustainability for All was the Maison’s first commercial film manifesto. Its 2023 release brought together fashion, dance and gospel, with the intention of widening the conversation around sustainability.

The collection release describes work with factories in northern Portugal and a range of materials including hemp, organic cotton, recycled denim and recycled silver. These are the statements of the original release; the composition of each piece is specified on its own product page.

Read the original releases ↓

The collection, in detail.

Clothing, footwear & everyday pieces

The PR003 — white / green
The PR003 — white / greenProduct study / 2023
The Proper Sneaker® — white
The Proper Sneaker® — whiteProduct study / 2023
The Hampton Sneaker — beige
The Hampton Sneaker — beigeProduct study / 2023
The Proper Runner — white
The Proper Runner — whiteProduct study / 2023
The Proper Slip-On — white
The Proper Slip-On — whiteProduct study / 2023
The Proper Sneaker® — black
The Proper Sneaker® — blackProduct study / 2023
The Dove tote
The Dove toteProduct study / 2023
The Proper tote
The Proper toteProduct study / 2023

Be Free

A live performance

Be Free · 2023 · 2:38
New York — 01
New York — 01Roxane Moreau
New York — 11
New York — 11Roxane Moreau
New York — 12
New York — 12Roxane Moreau
New York — 13
New York — 13Roxane Moreau
New York — 02
New York — 02Roxane Moreau
New York — 03
New York — 03Roxane Moreau
New York — 04
New York — 04Roxane Moreau
New York — 05
New York — 05Roxane Moreau
New York — 07
New York — 07Roxane Moreau

Film study 01

Short 01 · 2023 · 0:10

Film study 02

Short 02 · 2023 · 0:10

Film study 03

Short 03 · 2023 · 0:10

Film study 04

Short 04 · 2023 · 0:10

Original lookbook

Lookbook / 2023

The Proper Essentials — 001
The Proper Essentials — 001The Proper Label / 2023
The Proper Essentials — 002
The Proper Essentials — 002The Proper Label / 2023
The Proper Essentials — 003
The Proper Essentials — 003The Proper Label / 2023
The Proper Essentials — 004
The Proper Essentials — 004The Proper Label / 2023
The Proper Essentials — 005
The Proper Essentials — 005The Proper Label / 2023
The Proper Essentials — 006
The Proper Essentials — 006The Proper Label / 2023
The Proper Essentials — 007
The Proper Essentials — 007The Proper Label / 2023
The Proper Essentials — 008
The Proper Essentials — 008The Proper Label / 2023
The Proper Essentials — 009
The Proper Essentials — 009The Proper Label / 2023
The Proper Essentials — 010
The Proper Essentials — 010The Proper Label / 2023
The Proper Essentials — 011
The Proper Essentials — 011The Proper Label / 2023
The Proper Essentials — 012
The Proper Essentials — 012The Proper Label / 2023
The Proper Essentials — 013
The Proper Essentials — 013The Proper Label / 2023
The Proper Essentials — 014
The Proper Essentials — 014The Proper Label / 2023
The Proper Essentials — 015
The Proper Essentials — 015The Proper Label / 2023
The Proper Essentials — 016
The Proper Essentials — 016The Proper Label / 2023
The Proper Essentials — 017
The Proper Essentials — 017The Proper Label / 2023

The image index.

Every study, every angle.

Sustainability for All — Joel Bessa, 001

The original release.

2023

Sustainability for All — Original poster
Original campaign poster / 2023Original launch artwork
Direction & narration
Camille Tanoh / The Proper Kid
Campaign photography
Joel Bessa
Behind the scenes
Roxane Moreau
Featuring
New York City Gospel Choir
Déjà Robinson
Vanderson Almeida · Janina Tati · Jenaye Stephenson · Louise Akani
Cities
Porto · New York

Full production credits appear on the original poster.

The Proper Essentials — original press release (English)

Download the press release

Sustainability for All — original press release (English)

Download the press release