BODY OF WORK: Mugler is putting some muscle into its first dedicated handbag campaign under creative director Miguel Castro Freitas.
The black-and-white nude photos by Chris Lensz feature bodybuilder Tatiana Horslaville, whose chiseled physique echoes the architectural lines of the Aurora bag — recalling Robert Mapplethorpe’s early ’80s portraits of Lisa Lyon, as well as founder Manfred Thierry Mugler’s glamazon aesthetic.
“Featuring a female bodybuilder as its protagonist, the imagery references both classic portraiture photography and late 19th century sculpture studies, highlighting sculpted strength as an expression of refined elegance,” the brand said in a statement shared with WWD.
“The bags exist in dialogue with a body that challenges conventional notions of femininity,” it added.
Freitas has embraced Mugler’s penchant for provocation and powerful femininity, bringing back linebacker shoulders and styles like the nipple-ring dress worn by Chappell Roan at this year’s Grammys.
He introduced the Aurora and its companion style, the Lua, in his debut collection for the house last October, and they have since been spotted on celebrities including Dua Lipa, Naomi Watts and Natasha Lyonne.
The Aurora was named after the designer’s mother, and inspired by a style from Mugler’s spring 2002 collection, photographed by Helmut Newton.
Mugler’s campaign for the Aurora handbag.
Chris Lensz/Courtesy of Mugler
“Naming the Aurora after my mother made the collection deeply personal. It wasn’t simply about paying tribute to her or Manfred’s original bags but about capturing the strength and confidence that shaped my understanding of femininity from an early age. It felt like the right beginning for this new chapter of handbags at Mugler,” Freitas told WWD.
Already available at Dover Street Market in Paris, New York City and Los Angeles, the bags will go on sale on Mugler’s website Thursday.
The oblong, molded Aurora is available in black, taupe and python-embossed leather, underlining the house’s long-standing policy of not using real fur and exotic skins. Manufactured in Italy, it retails for $1,900 to $2,000.
The crescent-shaped Lua, which takes its name from the Portuguese word for moon, comes in a standard size in black and faux python, priced $2,200 to $2,300, and in a larger version in black dubbed the Lua City, which retails for $3,200.
Mugler’s campaign for the Aurora handbag.
Chris Lensz/Courtesy of Mugler
