Go Behind the Scenes with Mugler’s First Campaign in 12 years
Mugler is going through a bit of a reawakening. The Paris-based label founded in the seventies by Thierry Mugler recently tapped David Koma to be its Artistic Director in 2013. “We want to write a new page for Mugler, putting it back on the map in the fashion business,” said Virginie Courtin-Clarins, director of development, marketing and communications at Mugler Fashion said at the time. “We have the potential to modernize it and I think the potential is huge.” While Koma’s predecessor Nicola Formichetti (and his then muse Lady Gaga) might have put Mugler back on the pop culture map, Koma’s youthfulness is giving the label new life. So far this year we’ve seen Gwyneth Paltrow wearing Mugler on the cover of Marie Claire, and Hilary Swank and Jennifer Lawrence wearing Koma’s cutout dresses to waltz their respective red carpets. Part of this progression is a new ad campaign, and for that the brand wisely enlisted photographer Josh Olins and stylist Claire Richardson to give the label’s first advertisement in a dozen years a chic and elegant sheen. The shoot, which took place in New York City last October, features model Joesèphine Le Tutor wearing the super sexy body con suits and dresses.
“The release of the Spring/Summer 2015 campaign is very significant to me personally given this is my first collection for the House,” the Artistic Director of Mugler, David Koma, tells Yahoo Style. “The campaign served to illustrate and define the new codes of Mugler. It was important that the face of the campaign could effectively channel the ‘new Mugler woman’ – her power, her strength and feminine elegance. Joesèphine was the obvious and perfect choice.”
Check out the video above to find to see the Spring/Summer 2015 ad in action.
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