Sometimes, the best way to introduce a new collection is to leave the city behind. For its Autumn/Winter 2026 season, Aura Store heads to Monts d’Arrée, in the heart of Finistèreinto, in the misty moorlands of Brittany with Beyond the Mist, a short film that captures the quieter side of contemporary menswear. The short film sets the tone for the independent Rennes-based concept store’s lookbook, using the natural landscape of Western France as its backdrop.
Shot over a single weekend, the film follows a stripped-back production approach. The team left Rennes on Saturday, spent the day shooting among rocks, heather and open landscapes, then returned before sunrise the following morning to capture the changing light. Four models, two cameras and a crew of just two were enough to bring the project together. With no external agency or production house involved, Aura Store handled the entire production process in-house, keeping the process close to the community.
Beyond the Mist
The landscape does much of the storytelling already. Wide, empty moorland and shifting fog create an atmosphere that feels removed from the pace of everyday life, while the light at sunrise and sunset introduces warmth into an otherwise cold, muted palette. The result reflects the transition into winter without relying on seasonal imagery, giving the campaign a more personal, almost cinematic feel.
Titouan Fournel, better known as TDRA, handled the film, and art direction, continuing his role in shaping Aura’s visual identity. Production came from Aura Store itself, reinforcing the independent approach behind the project.
By Culture, For Culture
Opened in March 2025 by Manolis Segalen and François Merkel, Aura Store has built its identity around a clear philosophy: “By culture, for culture”. The Rennes concept store brings together independent labels across streetwear, technical outdoor clothing, footwear and contemporary menswear, selecting pieces for their construction, perspective and relationship with the wider culture around clothing. Its roster includes names such as Merrell, Dieme, Pop Trading Company, Aries, No Problemo, Goldwin, nanamica and District Vision.
That same approach extends beyond the store floor. Aura’s Live Sessions bring music and community together through events in Brittany, while collaborations with Goodies Sportive and Another Aspect have allowed the store to develop its own creative language through limited-edition clothing. The latter introduced La Marinière, a Breton-striped top made in Japan from Japanese cotton and limited to just 50 pieces.
With Beyond the Mist, Aura continues to build a world around its selection where everything, from the landscape, the people and the independent production all form part of the story, giving the AW26 lookbook a sense of place that feels distinctly its own.
Photography and art direction Titouan Fournel (TDRA), courtesy of Aura Store. Discover more from Aura Store on their Instagram
Aura Store Heads Into the Mist for Its AW26 Campaign in Brittany
