As all good A.P.C. enthusiasts know the French label’s catalogues are to be treasured just as much as their no-fuss trench coats and Breton-striped tees. Their latest offering for SS09, now available in A.P.C. stores, is once again designed by M/M Paris, styled by Camille Bidault Waddington and shot by Bruce Weber in his fourth collaboration with the brand and goes one step further. Titled “A Formula for Life in 3 Giant Steps” it’s a fast-course in Weber’s Life Lessons, with text written by Bruce himself. We couldn’t have thought of a better life coach ourselves so we caught up with Mr Weber to find out how much fun did they really have making it. Lesson 1: “Don’t be a Zombie!”

“Working for A.P.C. was a family affair. Everyone sits around the dinner table, and no matter what you say, you end up spilling the food all over your clothes. That’s when you know it’s time to take a picture. When I worked with Mattias and Michael, we wouldn’t talk about the photographs so much—we might talk instead about a book of how to make soup that Mattias found at a shop near my home. I always have liked to look upon photographs as an experience, and sometimes this gets me in trouble. The subject of the campaign was an actor from Naples named Ciro, who reminds me of Pinnochio. When I photographed him, Ciro (Petrone) had just made a movie about the Mafia (“Gommorah”) and it was his first trip to New York City.  We all had a good time, a few laughs, and my cameras worked well—but like most dysfunctional family dinners, they’ll never invite you back again.”
—Bruce Weber, New York City, 2009