La Grande Braderie de la Mode, a must-see charity sale in aid of AIDES

Created by AIDES, a leading HIV/AIDS charity, the event brings together major fashion houses, designers and brands who donate pieces sold at exceptional prices to fund prevention and support programmes.

For 20 years, Magasins Généraux has hosted two editions of the Braderie each year – eight days of sales in total – with all profits going towards the fight against HIV. BETC has been supporting AIDES as both creative partner and host of the Paris edition at Les Magasins généraux in Pantin, making the Braderie much more than a charity sale: it’s a shared cultural moment where style, solidarity and activism meet under one roof.

True to tradition, AIDES’ Grande Braderie de la Mode is back at BETC’s Magasins Généraux in Pantin (93) from Thursday 5 to Sunday 8 June 2025, then from 19 to 22 June at Docks Village in Marseille. This 53rd edition marks the big return of Alexandre MATTIUSSI, founder of the brand AMI Paris, as patron of the event.

Organised twice a year in Pantin and Marseille by the association AIDES, with the support of BETC, the Braderie has become a must-visit for fashion lovers looking for purpose-driven shopping and good deals. It’s the perfect opportunity to find unique pieces at heavily discounted prices, while helping to fight the HIV/AIDS epidemic.

From Illusion to Impact: The Visual Story

This artistic vision is signed by photographer and director Roberto Badin, with creative support from Sylvio Marchand on styling and set design. Conceived as an immersive, committed piece of work, the image plays with illusion and truth:

“We wanted the ribbon to live in the space, as a powerful optical illusion but anchored in reality,” explains the creative team.

Under the creative direction of our very work Mathieu Nevians (BETC Paris), this campaign embodies the ambition to offer a piece with a double reading, revealing a committed and aesthetic vision of the fight against HIV/AIDS. As the driving force behind the campaign, Nevians brought together a young team of talents around this bold project, celebrating advertising as an art form with real meaning. His approach combines strong aesthetics with cultural engagement, bringing together junior and senior creatives on a demanding brief like this one.

The anamorphosis becomes a metaphor for how we look at AIDS: “distorted, partial, often oblique.” A bold artistic stance that symbolises the fight against prejudice and the importance of looking at this cause with fresh eyes.

Two Films, One Signature Visual World

To reinforce this visual identity, two complementary films were created. On one side, a narrative, elegant film designed as a true brand piece, revealing the artistic power of the ribbon in space. On the other, a more direct and immersive film designed for social media, taking viewers behind the scenes of this monumental creation and into the work of the creative team.

The use of timelapse makes it possible both to capture the artistic performance and to document the meticulous construction of the set, turning this making-of into an artistic piece in its own right – a driver of engagement and virality.

Two striking visual contents with a radical aesthetic: one revealing the work itself, the other documenting its creation with rigour and precision.

Roberto Badin, Architect of Light

Roberto Badin, a French-Brazilian photographer and director born in Rio de Janeiro, is known for his rigorous compositions, masterful control of light and sharp eye for framing. His path, at the crossroads of fashion, design and architectural photography, has led him to sign numerous international campaigns in advertising, fashion and luxury. He has received several prestigious awards, including Cannes Lions and a D&AD Yellow Pencil.

His work, though deeply considered, combines technical precision with visual spontaneity. Having started his career as a fashion photographer, he has developed a pared-back, graphic aesthetic that balances rigour and refinement.

For this campaign, Roberto created both the conceptual photography and the two films, bringing together his singular auteur vision with a meticulous technical approach. He captured the essence of the campaign by transforming the space into a living tableau, where the red ribbon – both illusion and reality – embodies the strength of the commitment against HIV/AIDS.

Sylvio Marchand, Sculpting the Ribbon

Alongside Roberto Badin, stylist and set designer Sylvio Marchand brought the red ribbon to life with an almost sculptural approach. Trained at the Beaux-Arts, between fashion, theatre and scenography, Sylvio played with volumes and materials to give substance to the ribbon, making it tangible and striking: “He’s the one who materialised the ribbon. He made it exist in the real world, with the precision of a goldsmith and the sensitivity of a sculptor.”

Sylvio is a specialist in volume and material, seeing aesthetics as a process of survival, where each element persists in a subtle equilibrium. Drawing on almost scientific techniques, he shaped the ribbon with artisanal precision, creating an aesthetic instability full of meaning.

This artistic collaboration captures the very essence of the Grande Braderie de la Mode AIDES 2025: a meeting of solidarity and bold creativity, elevated by the vision of two passionate artists.