Georgia May Jagger is Minelli’s first muse

By

Anaïs Lerévérend

Published
Sep 2, 2014

Minelli puts has given a face to its fall-winter 2014-15 campaign. The mid-range shoemaker has adopted the fashion habits of its parent company. Like many of its peers at Vivarte, the brand overhauled its store concept last spring before the start of this fall’s marketing campaign.

In order to ensure a more fashion-oriented character in line with the group overall, Minelli has chosen its first muse: Georgia May Jagger.

The photographer Matt Irwin shot the model, well-known daughter of Jerry Hall and Mick Jagger. The fall-winter Minelli 2014-15 campaign sees her surrounded by rock n’ roll glamor as she asserts her presence in the brand’s shoes.

Launched at the end of August in various formats, the first campaign featuring Minelli’s new muse will also be rolled out in the brand’s stores.

The retailer has about 230 stores in France (including 140 directly owned) as well as 80 international franchises. The implementation of the new store concept store began in spring and will continue over several coming seasons.