⌚︎  ALL DAY

Conception: Youpron, Nicky Lapierre and Noux Beetch.

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You are entering the premises of the publishing house HOT & BADASS. Inside, you will find the management office. The air is thick with a cloud of smell of tobacco and Malibu. The lighting is dim,  glass tables and thick carpets add to the warmth yet decadent feeling of the room. Everyone is rushing in preparation for the upcoming shoot that will happen soon at the large production studio. The models are there, extravagantly dressed and oh! They are very sexy, of course.

Tonight, HOT & BADASS is celebrating its centenary, and the entire decadent and falsely glamorous society has gathered here to admire the ten covers that the publishing house has produced, since the 1930’s, showing all the industry milestones that has been published since. Ten posters are displayed under the garish light of colored spotlights, just like forgotten trophies, ranging from the controversial Christmas cover to the fluorescent edition of the 90s. It is a great source of pride for the house to have withstood the test of time.

There is also a photocall badly put together and althought a crow gather around willing to be photographer, there’s no one there to take the photos.  The atmosphere is syrupy, hot, sticky, and strange, with makeup running and drinks spilling onto the tired, long-piled pink carpets. The music selection is not to everyone's liking, blasting from the speakers too loudly, but there are bursts of laughter, and people look at each other, slightly tipsy and appearing to be at ease. Everyone is immersed in a great cloud of pink and blue smoke.

You can feel at home: you are welcome here