Materiel Pre-Fall 2023 Ad Campaign

Review of Materiel Pre-Fall 2023 Ad Campaign by Agency JAMPROJECT with models Sopho Liparteliani, Nino Chichinadze, and Marisha Gvidani

Materiel draws us into a mysterious world of unexpected detail and striking perspective with its new Pre-Fall 2023 campaign created in collaboration with creative agency JAMPROJECT.

At once mundane and subtly surreal, the campaign imagery captures the Tbilisi-based band’s quietly progressive take on luxury classics and post-Soviet style. The richly composed yet effortlessly energetic scenes find their subjects among seemingly everyday locations which are elevated and infused with an air of mystery via the distinct photographic approach and the evocative, inscrutable attitudes of the models.

A high-end extension of Tbilisi’s oldest textile manufacture Fashion House Materia, Materiel is one of the brands responsible for putting the Georgian capital on the map as a burgeoning fashion city to watch. With its distinct design perspective seen through a confident and idiosyncratic eye, this campaign makes it easy to see why.