MO&Co. 'NOIR' Collection 2024 Ad Campaign

Review of MO&Co. ‘NOIR’ Collection 2024 Ad Campaign by Photographers Mert Alas & Marcus Piggott with model Kendall Jenner

MO&Co. continues its push into international markets with a new campaign starring Kendall Jenner that serves as a manifesto for the Chinese brand’s signature blend of rock-and-roll edge and feminine elegance. The campaign was shot by iconic photography duo Mert Alas and Marcus Piggott.

While the brand is deeply established and popular in its home country, where it boasts over 900 stores, it’s less well-known in the European and American markets. Nonetheless, it’s starting to build momentum, particularly in the UK where it has launched some strategic retail activations – and now this campaign comes as another confidently ambitious play to become an international household name.

And thanks to the presence of Kendall Jenner, that move could very well succeed. Kendall of course has a huge following, and she feels like a strong pick to embody the Fall 2024 NOIR collection’s intersection of classic cool and refined details conceived for a contemporary young woman with effortless style. Mert & Marcus are similarly iconic within the world of fashion image making, and when finished off with a bold red logo their crisp black-and-white portraits are a powerful and focused way to introduce the brand to a new audience.