Georgia May Jagger has been named the face of the latest holiday campaign for Mackage. The cinematic shoot took place in Milan and features the 34-year-old model in a series of opulent, candlelit settings.
Villa Clerici in Milan sets the scene for Mackage's candlelit holiday visuals
The visual direction for the new Mackage campaign, as reported by the source,focuses on an atmosphere of high-society luxury. Photographed by Sam Hayes at the historic Villa Clerici in Milan, the imagery places Georgia May Jagger amidst a backdrrop of Champagne, mirrored surfaces, and dramatic floral arrangements.
The lighting is described as cinematic and ambient, designed to highlight the metallic details and silver serving pieces that surround the model. This setting positions the Montreal-based brand within a European luxury context, blending the cold-weather utility of the clothing with the warmth of an elite holiday gathering.
From the Nanny faux-fur to the Felicia-sq sequin down jacket
The wardrobe for the campaign emphasizes a blend of formal evening wear and high-performance outerwear. According to the report, Georgia May Jagger is styled in a variety of looks, including cigarette pants, a dark skirt, and a full tuxedo, all paired with Mackage’s Nanny faux-fur jacket and the sequin Felicia-sq down jacket , which features smocked elasticized detailing and voluminous sleeves.
The campaign also showcases the brand's high-gloss aesthetic through the cream Madalyn-Glo down coat and the Yaya-sq sequin jacket, worn as part of a full white suit. For the men's collection, the imagery includes the Kane-Glo high-gloss down vest, the Kent-Glo jacket with a removable hood, and the Otto-PB pebble leather jacket.
Beyond the high-gloss finishes, the men's line features the Clyde reversible shearling coat and a heritage-inspired wool coat. These pieces include functional elements like a removable bib and down liner,reinforcing the brand's commitment to transitional protection during the winter months.
The legacy of the Jagger pout and the Bleach London business venure
Georgia May Jagger brings a significant amount of fashion pedigree to the Mackage partnership. As the daughter of model Jerry Hall and Rolling Stones frontman Mick Jagger, she has spent years cultivating a distinct image characterized by her signature gap teeth and pout, appearing on the covers of major publications like Vogue, Elle, and Harper’s Bazaar.
Her career spans campaigns for legacy houses such as Chanel, Versace, and Miu Miu, as well as runway appearances for Tom Ford and Louis Vuitton. this partnership with Mackage continues a trend of luxury brands leveraging established "it-girls" who possess both a familial link to rock-and-roll royalty and a proven track record in high fashion.
Beyond her modeling, Jagger has established herself as an entrepreneur. She is the co-owner of Bleach London, a British hair salon that has been in operation since 2011, demonstrating a business acumen that extends beyond her visibility in front of the camera.
The evolution of 'Aesthetics That Protect' since Mackage's 1989 Montreal founding
Mackage was founded in 1989 in Montreal, a city known for its brutal winters, which heavily informs the brand's guiding ethos: “Aesthetics That Protect.” This philosophy is evident in the current holiday campaign,where high-fashion elements like sequins and faux fur are integrated into garments designed for actual weather protection.
The brand's trajectory reflects a wider shift in the luxury market where "gorpcore" and technical outerwear have moved from the mountains to the city streets. By placing technical down jackets in a Milanese villa, Mackage is signaling that its products are as suitable for a black-tie event as they are for a Canadian winter.
Who is the CEO leading Mackage into this holiday season?
While the campaign details are comprehensive, some specifics regarding the brand's current leadership remain unclear.. The source mentions that the company is operating "under the leadership of chief executive officer," but the name of the executive is not provided in the text.
Additionally, it remains unknown how this campaign will be rolled out across social media platforms or if Georgia May Jagger will be appearing in any video content to accompany the still photography by Sam Hayes. The report focuses on the visual assets but does not specify the duration or the primary digital channels for the holiday push.
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