New label Mônot has landed some of fashion’s most famous names for its debut campaign.
Kate Moss, Jourdan Dunn, Candice Swanepoel, Amber Valletta, and Alek Wek feature in the all-star line-up, as well as Mariacarla Boscono and Xiao Wen Ju.
Lebanese designer Eli Mizrahi launched Mônot in September. He flew his A-list models out to the Saudi Arabian city AlUla, home to the country’s first World Heritage Site, at the start of the year to shoot the stunning photos, which were captured by photographers Luigi & Iango near the Maraya Concert Hall, the largest mirrored building in the world
“When I saw Maraya, I knew that was where I wanted to shoot my campaign,” Mizrahi said, reports WWD. “Maraya is Arabic for mirror. For me it symbolized self-reflection. And I know that right now Saudi Arabia is in the process of its own sort of self-reflection as it begins to open up towards the rest of the world and to empower its women to help shape the future of the kingdom. This is the first project of its kind that has ever taken place is AlUla and I feel extremely honored that Mônot can be a symbol of the country’s transformation.”
Posing in among the stunning Saudi sandstone cliffs, the models are all styled in the label’s signature black and white designs, resulting in a striking image against the barren backdrop.
Carine Roitfeld served as the campaign’s stylist, with the ads dropping online from 8 July. Mizrahi is also compiling a coffee table book from the images.
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