Georgia May Jagger Leads A Shift Toward Modern Femininity
Photographed in Paris by Arnaud Lajeunie, Maison Kitsuné’s latest campaign introduces a redefined creative direction, using a minimal set design to highlight a fresh expression of femininity that blends modernity, playfulness, and self-assurance.
The campaign features Georgia May Jagger, returning to the spotlight following the birth of her first child. Her presence brings an understated sensuality and quiet strength to the collection, balancing softness with a confident, contemporary identity.
“What I love about Maison Kitsuné is how effortlessly stylish and timeless it feels,” says Georgia May Jagger. “Baby Fox is about confidence, comfort, and a bit of attitude. It was an instant match.”
The collection revisits the brand’s signature preppy aesthetic while introducing layered styling and unexpected contrasts. Pieces include pleated mini skirts paired with sheer turtlenecks, cardigans worn directly on skin, and masculine-inspired outerwear softened by delicate details. The Baby Fox logo appears subtly, embroidered in tonal shades, serving as a discreet mark of identity.
A palette of navy, cream, blush pink, and wine red reinforces the collection’s elevated tone, supported by textures like jersey, lambswool, merino wool, and crisp cotton, combining wearability with refined design.
“With Georgia, we wanted to speak to a new kind of femininity — lighthearted yet powerful, sensual but never overworked,” say Gildas Loaëc and Masaya Kuroki, co-founders of Maison Kitsuné. “This evolution of Baby Fox reflects a woman who knows herself, owns her look, and plays with codes in her own way.”
