The campaign is a series of stunning still lifts from a silent film by lensman Steven Meisel of models bustling on a series of Louvre like steps. Motion blurs blend with sophisticated coloring, while accessories get their due and the house walks the walk of feminine bonding they have long been known for. It is after all a house founded by a female with strong female creatives.
Models Alex Mark, Rianne van Rompaey, Charlene Högger, Eliza Cummings, Fran Summers, Hayett McCarthy, Jing Wen, Line Kjaergaard, Makala Johnson, Radhika Nair, & Sophie Koella all dash to and fro in Mary Howards’ set in planned runs that required more consideration than most American football plays.
M/M Paris Creative Directors Mathias Augustyniak and Michael Amzalag have done a wonderful job of transitioning the design aesthetics of previous campaigns under Clare Waight Keller to those of Natacha Ramsey-Levi. And the campaign does a great job of balancing the accessories with the ready-to-wear to assure everyone gets fed.
Overall The Impression sees this as a step in the right direction, recognizing the beauty in numbers and hopeful that their crowd draws others to the community of Chloé.