No. 016 · Since 2024 · Ongoing
Pardonne Moi Père Fashion house, Paris.
A Paris confessional fashion house founded by Seoin Choe, its author. I co-founded it and lead its art direction on the digital side and the visual identity: the system of marks, colour, type, scale and effects, the website, the design system and /confess, where the house receives what people tell it. No name is asked.
- Role
- Co-founder: digital art direction and identity
- When
- 2024 to now
- Status
- Ongoing: the site is live · updated October 2026
- Made
- Art direction and identity system: marks, colour, type, scale, effects · the website · the design system · /confess
- House
- Founded and directed by Seoin Choe · official photographer Julien Mouffron-Gardner
- Photography
- A shared effort between Seoin Choe, Julien Mouffron-Gardner and me; each image names who shot it
iThe identity
The sigil, first drawn for Succube in 2024, and the wordmark, in a register of black, white and oxblood; a ramp of reds is kept for the confession. The ground decides the ink: the same mark on white, on black and on oxblood; over images, the type turns to difference. /confess is the one exception: a generated scene, kept on its own page.
iiThree voices, few sizes
Ortica speaks for what is felt and confessed, Ronzino for what the house explains, sells and asks, Necto Mono for what is recorded. Eleven sizes, with gaps on purpose; on a phone only the four largest change.
iiiThe digital system
Type reads over any image by difference and the header blurs what is behind it. Buttons are black and white: the red is the confession’s. /confess is sized from one width, the seal, so the page scales as one object.
ivOn cloth and paper
The same marks and the same negative on labels, tags, cards and the pendant, and the sigil as a repeat; at home, objects laid out as evidence. The pieces and the direction are Seoin's.
v/confess, in three acts
The Threshold, the Confession, the Release. The scene moves with the pointer and the phone, so /confess feels like a place you walk into rather than a form. You write; the house receives it and hands you a code, set in the record voice.
Pardonne Moi Père is founded and directed by Seoin Choe. Official photographer: Julien Mouffron-Gardner; each image names who shot it, and Succube carries the house credits. Digital art direction and identity system, website, design system and /confess: Clément Tabareau. Typefaces: Ortica, Ronzino and Necto Mono, by Collletttivo.
For fashion labelsA house online, not a templateBespoke · from €8,000 excl. VAT · 6–10 weeksRelated, and why
