Mugler "We Are All Angel"

Ad Agency
Video advertising:

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 non-conformity. 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. 

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 


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 

Extra images