MUGLER MOMENT: Joséphine Le Tutour features in Mugler’s spring-summer 2015 advertising lensed by Josh Ollins, the brand’s first campaign since Thierry Mugler left the house in 2003. The black-and-white ads come shortly after creative director David Koma’s debut ready-to-wear collection for Mugler.
“Right now is our time to express the new Mugler woman,” Virginie Courtin-Clarins, director of development, marketing and communications at Mugler Fashion, told WWD. “A campaign was the best way to show the clothes from the collection, but at the same time the attitude of the Mugler woman. We needed to put all the new codes that we brought in with David into images.”
Courtin-Clarins called the Mugler woman strong and independent, while also glamorous, feminine, urban and contemporary. She felt Le Tutour was an obvious choice to embody such qualities.
The Mugler campaign, coming in single and double pages, is due to break first in U.S. Vogue, followed by titles in France, such as Vogue, Elle, Madame Figaro, Numéro and Le Monde’s style magazine M.