Mugler partners with Publicis Luxe to celebrate the 30-year anniversary of ANGEL

First launching in 1993, Mugler’s Angel was an unprecedented hit. The sweet, blue fragrance in its star flacon made waves for its original scent, changing the world of perfume since its inception. Now, thirty years later, Angel continues to hold steady as an icon and eternally contemporary perfume.

Therefore, to celebrate the thirty years of Angel and as a tribute to Thierry Mugler, who passed away in January, Mugler Fashion and Fragrances teamed up with Publicis Luxe for a glamorous, muse-studded celebration. The “We Are All Angel” campaign is set for a worldwide release and intended to reflect the One Mugler strategy.

The vision for the 360 campaign, according to Mugler Fashion’s Creative Director, Casey Cadwallader, was to express “seven different contemporary femininities” in an effort to emphasize the varying facets of the fragrance, and amplify its diversity and nonconformity. This is reflected by the seven talents, including supermodel Irina Shayk and artist Nina de Lianin, who was a muse and close friend of Thierry Mugler.
The media campaign launched worldwide on October 4th, 2022.

Agency: Publicis Luxe
Executive Creative Director : Aurelien Nauleau
Art Director : Lea Rissling x Julie Richard
CR : Virginie Brun
Music Producer : Clement Bonet
Account Management : Julien Baré, Malika Croisetu, Sharonne Rakkah
TV Prod : Sanae Belkouri
Art Buying : Laurent Camilleri

Production
Directors / Photographers : Torso
Production : Division
Executive Producer : Valentine Gomes-Ferenczi
Post-Producers : The Mill
Photographers : Torso
Music & Sound Production : Prodigious France
Executive Music Production : Asma Maroof x NGUZUNGU