Press release
By Malene Birger reveals spring-summer 2018 campaign directed by newly hired Creative Director, Mathilde Torp Mader
15 Januar 2018

Inspired by the energy and vibrancy of Sao Paulo, By Malene Birger's spring-summer 2018 campaign images, shot by Danish photographer Casper Sejersen, capture the spirit of heady summer nights and the sensuality of the feminine form. Sejersen, known for his ambiguous and unsettlingly beautiful imagery, regularly shoots for style bibles including Dazed & Confused and Self Service. The official photographer for Lars von Trier’s Nymphomaniac triptych and a TV director in his own right, his vision of the By Malene Birger woman is both sophisticated and powerful, urban and romantic; her style is tousled and elegant, yet never tries too hard.

Modelled by Maggie Maurer, an angular and esoteric beauty who has shot with some of fashion's biggest names including Mert & Marcus and Edward Enninful, the new season imagery has a tight, editorial focus and directional appeal. Originally from New York state and now based in London, Maggie not only walks for the most forward-thinking catwalk shows, but she's also regularly featured in boundary shifting stories for titles including DANSK, Numero & W magazine.

To further spread the word, By Malene Birger has enlisted the support of some of the brand’s most loyal ambassadors to help promote the campaign. Each of these 18 Danish influencers will act as the faces of this campaign, sharing the #keepbelieving message of hope to their individual audiences and posting an image of themselves wearing the T-shirt on social media this 1st September to kick start the campaign.

“Maggie was the perfect choice for this campaign because her aesthetic mirrors the inspirations behind the new collection. Sao Paulo is a city of contrasts, where brutalist architecture co-exists with Latin femininity. The Brazilian metropolis borders the jungle and is so multi-faceted—just like all women’s lives. It may seem initially overwhelming, but ultimately it’s a place of beautiful and thought-provoking combinations.”
Creative Director, Mathilde Torp Mader.

From an utilitarian khaki blouse embellished with the house's signature crystal embroidery to boldly graphic, yet floaty dresses, the contrasts are discernible throughout the collection. There's also the sense of constant movement and modernity to the images, reflecting the realities of the By Malene Birger customer's dynamic life; designed to be worn every day, these pieces inject a sense of relevance without ever constraining her need for freedom.

For questions please contact Brand & PR Manager Lotte Skovgaard Nielsen, losn@bymalenebirger.com.