RETROFETE — FALL 2024 RUNWAY
Art Director: Monica Grueninger
Director / Founder: Ohad Seroya
Styling: Alex White
Casting: Shaun Beyen
Production: Eyesight Group
Fall '24 was a reintroduction. Known as a party brand, Retrofête used this collection to show a new side — The Alpha Woman. Power suits, banker pinstripes, and cinched blazer dresses by day. Lace, corsetry, and sultry red by night. The Duality of the Working Woman, conceived and art directed by Monica Grueninger.
RUNWAY VIDEO
RUNWAY TEASER PHOTOSHOOT
Photographer: Anders Wallace
Creative Director / Founder: Ohad Seroya
Art Director: Monica Grueninger
Production: Denise Vizcarra
The runway teaser was conceived as a direct homage to the iconic movie posters of 1990s Hollywood — the era of Sharon Stone, Michelle Pfeiffer, and Demi Moore. Strong, unapologetic women who commanded the frame. Monica drew on that visual language — the dramatic lighting, the charged stillness, the sense that something is about to happen — to build a shoot that felt cinematic before a single runway look had been seen. The teaser set the tone for everything that followed.
RUNWAY LOOKBOOK PHOTOSHOOT
Art Director: Monica Grueninger
Photographer: Anders Wallace
Director / Founder: Ohad Seroya
Production: Eyesight
Red was the defining color of Fall '24 — not decorative, but deliberate. A symbol of power, seduction, and unapologetic confidence, it ran through the collection from the opening look to the closing gown. The lookbook brought that further, placing every look against a single red backdrop — immersive, charged, uncompromising. The color didn't just complement the clothes. It completed them.
DIGITAL APPLICATION
FALL 2024 CAMPAIGN
Art Director: Monica Grueninger
Photographer: Syed Kazmi
Creative Director / Founder: Ohad Seroya
Production: Denise Vizcarra
The campaign was shot on the streets of New York with no sets, no controlled environments — just the city as it is. Midway through the shoot a taxi pulled over to see what was happening. That unscripted moment became the spine of the entire story: a woman leaving her apartment, hailing a cab, stepping back out into the night in her Retrofête. The best creative decisions on this campaign weren't planned — they happened because we were present enough to recognize them.
DIGITAL APPLICATION
CAMPAIGN VIDEOS
Winner — Best Use of Instagram Glossy Pop Awards 2025
The Fall '24 campaign won Best Use of Instagram at the Glossy Pop Awards 2025. Following the win, Monica spoke with Glossy about the creative process behind the campaign, the unscripted taxi moment, and what it means for Retrofête to evolve beyond its party-girl roots.
"This was a moment for us to show that the Retrofête girl is layered. She's not just a party girl. She is someone who takes her life seriously, takes her job seriously."
