Review of Maison Margiela Artisanal 2024 ‘Nighthawk’ Ad Campaign by Creative Director John Galliano and Director Sasha Kasiuha featuring Cast Kim Kardashian, Gwendoline Christie, Lucky Love, and Monica Belluci
Following the success of its stunning 2024 Artisanal collection that sparked conversation like no other runway show in recent memory, Maison Margiela has launched Nighthawk, a unique film that traces the creative process behind the collection.
Directed by Sasha Kasiuha and following a narrative concept developed by the house’s creative director John Galliano, the film intertwines a documentary-style approach with an atmospheric and conceptual abstract narrative inspired by the world of horror. Narrated by Galliano himself, much of the film takes shape as a retelling of the collection’s conceptual origins through an incredibly detailed recounting of the intricate and innovative work of the atelier that shaped the collection, through to a film of the show.
Along the way, many other muses and collaborators from the brand’s world make appearances – including Leon Dame and Gwendolyn Christie, who walked in the show, Kim Kardashian, Monica Bellucci, and of course Pat McGrath, whose exquisite makeup looks that echoed the faces of porcelain dolls were one of the show’s most impactful elements. The film also takes a moment to explore the runway show’s effect as a sensation across social media.
Maison Margiela’s 2024 Artisanal runway show was probably the most talked-about fashion event of this year, making waves across TikTok as both people within fashion and people who may not have interacted with fashion much before joined the conversation to share their excitement about the incredible artistry and imagination on display. The brand is thus very smart to build on this success and continue the conversation by repurposing the behind-the-scenes footage of the process behind the collection into this unique film. But Galliano and company also went above and beyond; such a generously detailed look into the creative process behind a couture collection is quite rare, and it’s thrilling to experience the artistry close up.
Especially following the news that Galliano will be departing the house this year, the collection was something of a swan song for his time at Maison Margiela. With Nighthawk, all the imagination and painstaking work that went into this stunning collection is further illuminated and immortalized.
Maison Margiela Creative Director | John Galliano
Director | Sasha Kasiuha
Artistic Image Director | Alexis Roche
Cast | Abdrahamane Tambadou, Achol Ayor, Alvar Af Schulten, Anna Iris Dobson, Antoine Brabant, Canlan Wang, Charlotte Hommes, Chuol Khan Dak, Colette Kanza, Daimy Van Betuw, Dara Gueye, Diya Zhang, Dugyeong Kim, Elise Schmidt, Eliza Petersen, Emeline Hoareau, Finlay Robinson, Frederic Bittner, Gwendoline Christie, Hamin Yu, Hannah Motler, Jill Kortleve, Jordan Barrett, Julia Nobis, Jum Kuochnin, Kim Kardashian, Léa Julian, Leo Levy, Leon Dame, Lina Zhang, Lucky Love, Lulu Tenney, Lydia Celesta, Maggie Maurer, Mamuor Majeng, Maya Sieron, Michael Zielinski, Monica Bellucci, Naomi Apajok, Natasha Poonawalla, Nyaduola Gabriel, Nyakier Buong, Olga Sherer, Rachel Renou, Rejoice Chuol, Rezi Simonova, Sanija Dalecka, Sascha Rajasalu, Sherry Shi, Tess Mcmillan, Thomas Riguelle, Tish Weinstock, Valentine Charrasse, Vika Shoom, Yeray Allgayer, Yilan Hua, and Yulia Bezryadina
Stylist | Olivier Rizzo
Hair | Duffy
Makeup | Pat Mcgrath
Sound Direction and Design | Jeremy Healy, Tom Linden, and Cheekypaul
Casting Director | Jess Hallett
Movement Director | Pat Boguslawski
Location | Cinéma Le Balzac