The Angel effect is the metamorphosis of a woman
who expresses the different
facets of the fragrance.
This effect expresses the universality of youth
in a completely new language.
Christophe de Lataillade, Creative Director of the Clarins Fragrance Group
A ground-breaking film
The Angel campaign is explosive. It re-tells the metamorphosis
of a woman born from the explosion of a star.
In the wake of her perfume, the personality of this celestial
apparition starts to take shape. Cosmic, delicious and voluptuous, she embodies
each facet of her fragrance, asserting herself and her femininity...
In her hands, she holds her star, her perfume. She has just experienced
the Angel effect. This is the message. Her expression fused with
this transformation, calling for a film shot in a vertical split screen effect.
An impressive collage-like film is the result...
An obvious choice for a muse
A rising star in the world of fashion and beauty, Georgia May Jagger perfectly represents Angel with her luscious pout and sexy rock 'n' roll edge. She follows in the footsteps of her mother, Jerry Hall, who appeared regularly in Thierry Mugler couture shows and was the emblematic muse of the star perfume 19 years ago. As she stares into the camera and walks towards us on a moving walkway, the resemblance is striking.
A director like no other
Sølve Sundsbø masters special effects like nobody else. "The Ever Changing Face of Beauty," his previous production, exemplifies this beautifully. Inspired by this work, Mugler had one desire: partner with this extraordinary photographer.
A laboratory of visual experiments
Angel wings, explosions of flames, powder and fabric... Visual effects were filmed on five different sets and assembled in post-production to represent the many layers ofthe Angel woman.
The sets featured around 20 pieces from the Mugler couture archive to express the various facets of the star perfume in fragments.