The Maje FW18 Campaign by Coco Capitan
Maje is one of my go-to high street stores. Yes, they can be a bit pricey, put normally the get the trends right. The collections look hight street luxe. Now the brand is really looking at its customer base and speaking to us. Maje has opted to work with non-standard models whose curiosity encourages them to study, discover new things, and experiment rather than just pose. Maje is launching their second 20th-anniversary campaign for AW18 which has been shot by photographer and artist, Coco Capitan.
For the campaign, Maje chose three non-standard models. The three girls also represent an expression of modern diversity who are all from different backgrounds, which epitomise the ethnic diversity that has always been close to Maje.
The campaign is based around the American school yearbook showing photos and memories of people’s time at university. They chose this as age 20 in a unique moment between lost innocence and when certainties are yet to be confirmed.
For AW18 a huge focus for Maje is their accessories, especially their M-Duo bag; a two in one bag which can be worn on the shoulder, across the body or as a clutch, and their futuristic W20 sneakers, named after the brands 20 year anniversary and a playful inverted reference to Maje’s signature M. They have created some great video content on these new accessories too.
Dream Tomorrow with Maje
Why? Maybe it is because nothing captures this unique moment better than these collections of portraits at the age of twenty. Somewhere between an almost lost innocence and certainties yet to be confirmed, we have this last portrait of a student who is both fragile and strong, and who always questions the image she has of herself at this pivotal moment.
Oh to be twenty, do you remember what you were doing? The mistakes you made? You probably want to forget somethings but remember your outfits. Your twenties can be adventurous and time of discovery. In the corridors of the university, Simon Cahn – the director – portrays these girls who think about a bright tomorrow while enjoying the present to the full. On-the-spot videos in which they share memories and talk about what is important to them today. He listens, capturing fleeting yet revealing glimpses of what they will become.
Maje revisits the spirit of your twenties and these days it may be hard to dream sometimes. Here the brand shows us how to dream again. With a truly mixed bunch – a photographer, an artist, and the models – create this portrait gallery of young people who dream about their future in order to make it happen, accompanied by our company’s liberating refrain: Dream Tomorrow.