I'm running a series on Instagram called The Brief where each week I take an imaginary brief for a fictional brand and create the campaign. This week it was a French streetwear brand called Cadre. The brief: "We're a new label that sits between streetwear and structure. Think concrete, glass, sharp lines. We don't do soft. We want a launch campaign that feels like walking through a building that hasn't been finished yet — raw, intentional, slightly uncomfortable. Three hero visuals for our debut collection drop."