“I wanted a certain joy of living, a little innocence and at the same time, extreme modernity.” That’s how Zadig & Voltaire’s creative director Cecilia Bönström described the Parisian label’s latest effort, which features Polish supermodel Malgosia Bela as the brand ambassador appearing in the Zadig & Voltaire spring/summer 2016 campaign. Captured in the beautiful and luxurious Salomon de Rothschild hotel in Paris, the advertisement campaign is definitely in line with the label’s own name, whose inspiration was drawn from one of Voltaire’s most remarkable and celebrated novels, Candide: Zadig ou la Destinee (Zadig, or The Book of Fate). Just like the book’s protagonist, the campaign fully showcases the label’s carefree spirit and bohemian heart, spicing up the pictures and the campaign’s video with some cool glam rock vibes.
Established in 1997 by Thierry Gillier, the label gained an even more free-spirited rocker attitude when Cecilia Bönström was appointed its creative director in 2003. While at the helm of the fashion house, the designer (who started off her career as a fashion model) quickly gained a solid reputation for creating iconic must-haves, such as torn t-shirts and masculine outfits that looked just so perfect with the label’s timeless leather jackets, cashmere knits and overall accessible prêt-à-porter luxurious looks. Her style icons being Kate Moss and Charlotte Gainsbourg, understanding why the campaign is highly drenched in glamorous vibes and cheerful scenarios isn’t that hard.
The perfect setting for the shoot served the effervescent Parisian nights in the middle of the fashion week, where the models takes a few hours off to relax and dance the night away with her friends. 38-year-old Malgosia Bela, who probably owns the elixir of eternal youth as she always looks in her mid-twenties, perfectly embodies Zadig & Voltaire’s ideal rocker-chic beauty, as she clearly incarnates the label’s willingness to prove that mixing a naïve yet glam rock look can definitely be sexy and quirky at the same time.
Malgosia, who also shortly moved on to an acting career between 2001 and 2006 (this girl really knows business), has an almost endless curriculum of astonishing collaborations ranging from covering magazines such as Vogue, to a Halloween photoshoot for Harper’s Bazaar with film director Tim Burton. That’s why her professional skills, combined with her characteristic facial features and unique poses and attitude, perfectly embody Zadig & Voltaire’s spring 2016 collection that enchanted us back in October with the oversized shirts, leather skinny jeans and striped cardigans.
We can rightly consider the campaign a big success, as it manages to make us fall for all those total black looks, edgy leather, fringed handbags and lingerie-inspired basic tops.
Photos courtesy of Zadig & Voltaire