Angel, the blockbuster women’s fragrance from Mugler, turns 30 this year and to kick off celebrations it will get a new campaign.
Angel’s celebration will have four parts, with the first being the new fragrance campaign, called “We Are All Angel,” meant also to fete the “One Mugler” strategy that unites the brand’s fashion and fragrance businesses. The campaign, intended to seduce new generations of consumers, as well, will be teased on Monday and revealed on Mugler social media platforms on Tuesday.
“Mugler doesn’t have just one muse, and we do not conform to one standard of beauty,” he continued. “We show amazing people, being their strongest selves. I believe in this for our shows, and I believe in this for Angel.” To appear in the campaign, Mugler chose people who are close friends of the house — from the past and present. One is Irina Shayk, who “was the common dream of Mr. Mugler and Casey Cadwallader” to be in a campaign, said Groslier.“She was the ultimate muse of Manfred Thierry Mugler,” said Groslier, who added the designer had told her that one day he wanted Nina to be part of a cast for Angel.
The executive said Angel is “really back in Europe.” It is strong in France, for instance. There, it figured in the top five, top 15 in the U.K. and top 12 in Europe in 2021, according to statistics from NPD Group.