Review of Métier Spring 2021 Ad Campaign by Métier Creative Director Melissa Morris with Photographer Marius Uhlig with models Lilou le Sergeant, Melody Lulu Briggs, and Malik Al Jerrari
Métier elegantly embody their brand values of timelessness and practicality in a new Spring 2021 campaign by photographer Marius Uhlig.
Though Métier is a relatively young brand – it was founded in 2017 – their offerings and aesthetic have a distinctly classic, timeless feel. The luxurious handcrafting and distinct lack of logos positions their bags at the contemporary forefront of a long tradition of practical, artisanal luxury.
Uhlig’s photographic work for the new campaign reflects this mood of unobtrusive luxury and timelessness. Captured in both softly graded color and black and white, his street-style images have a nostalgic, dynamic energy. The sole set piece of a vintage Mustang helps to drive home this feeling. We see the characters in casual in-between moments, their bags close at hand. These moments feel normal or unimportant, but they become elevated and essential through the artful photographic approach.
Understated and unobtrusive, yet well-crafted, the campaign excellently captures the narrative of the brand. In a world of fast fashion and flashy logos, Métier quietly seeks to stand out by focusing on simplicity, solidity, and practicality. This campaign does great work to embody those values.
Métier Creative Director | Melissa Morris Photographer | Marius Uhlig Models | Lilou le Sergeant, Melody Lulu Briggs, and Malik Al Jerrari Stylist | Laura Stoloff
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