Maison Kitsuné Spring 2023 Ad Campaign Review

Review of Maison Kitsuné ‘Sweet Souvenirs’ Spring 2023 Ad Campaign by Art Director Jamie Reid Studio and Photographer Anton Gottlob with models Lily McMenamy and Luke Solo Sangster

Closing off a season of adventure, Maison Kitsuné heads back home with the third and final chapter of its “Explore Everywhere” Spring 2023 campaign. The campaign was shot by photographer Anton Gottlob with art direction from Jamie Reid Studio.

Following up on previous chapters that saw the brand explore otherworldly outdoor locations, the campaign’s latest installment brings things back to Maison Kitsuné’s home of Paris. Captured in-studio while making use of just a few well-considered props and set pieces, Gottlob’s imagery playfully explores Parisian clichés with a sort of tongue-in-cheek subversion. The models float on larger-than-life colorful macarons, scale the Eiffel Tower, and pose with a pink poodle.

Considering that Paris has so much visual depth to offer and the previous entries in this campaign series explored colorful outdoor locations, the decision here to go for a plain white studio feels like a bit of an odd one. Nonetheless, the collection’s bold and playful travel-inspired graphics do provide some strong visual energy and suggest a narrative of exploration that ties off the established thread from the previous campaigns, and makes the cheesiness work.