PARIS — Thierry Mugler’s Angel is being reincarnated in a new ad.
The Groupe Clarins-owned brand will introduce the campaign —its fourth ad campaign for the top-selling, 11-year-old fragrance — this fall.
Shot by Mugler, it features model Anna-Maria Cseh clutching a bottle of Angel while lying at the edge of a rooftop. Behind her is a dark urban skyline dappled with red and blue light.
“Mr. Mugler decided to put Anna-Maria in an urban environment, as it’s part of life today,” said Vera Strubi, chief executive officer of Thierry Mugler Parfums. “The hectic life of the city can be frightening, [but then] an angel comes to earth to save the world and give it energy.”
“What drew me to Anna-Maria is her energy, her modern beauty, her incredible class,” explained the designer in a statement. “A brunette at once aflame and pale, she reminds me of Vivien Leigh.”
Cseh will be the face of Angel for three years. She follows in the footsteps of Estelle Hallyday, Jerry Hall and Amy Wesson.
The new ad will break in single pages starting Sept. 1. In the U.S. and other markets where Parfums Thierry Mugler rarely advertises in print, the visual will be used in point-of-sale material and window displays.
At the press launch this week, Strubi also unveiled a limited-edition, numbered version of Angel, called Mystic Star, which will hit counters for the holidays. The star-shaped, crystal bottle is in a deep violet — a departure from Angel’s traditional light blue. The 30-ml. perfume extract will retail for $360 in the U.S.