JEAN-PAUL GOUDE Galeries Lafayette - Pure Mode, 2001

This monumental double-sided billboard poster titled Pure Mode was created by visionary French artist and designer Jean-Paul Goude for Galeries Lafayette, one of France’s most iconic department stores. A central piece in Goude’s long-running campaign for the brand, the design features the unforgettable slogan “J’ai envie d’aller aux Galeries Lafayette” (“I feel like going to Galeries Lafayette”), which became a rallying cry for fashion lovers across France.

Pure Mode captures Goude’s trademark style—bold, theatrical, and exuberantly chic. The image is a masterclass in graphic composition, blending haute couture fantasy with playful modernity. Goude’s work for Galeries Lafayette is known for elevating advertising into the realm of fine art, and this poster is no exception. Every detail—from the posture of the model to the typography—speaks to his background in performance, illustration, and visual storytelling.

Originally installed across major cities in France, this billboard helped redefine the visual identity of Galeries Lafayette in the early 2000s, solidifying its place not just as a retail destination but as a beacon of contemporary style.