“The Wardrobe of Identities” introduces the house’s new visual language, signaling a strategic reset in image, silhouette, and campaign direction
Mugler has released its first creative statement under newly appointed creative director Miguel Castro Freitas, unveiling The Wardrobe of Identities—a campaign-driven pre-collection concept that establishes the visual and strategic foundation of his tenure. Positioned as a “Wardrobe Pre-Collection” for Spring/Summer 2026, the project functions less as a conventional product drop and more as a brand reset meant to articulate Freitas’ language before the main runway debut.
The imagery, photographed by Reto Schmid and styled by Robbie Spencer, outlines the house’s next chapter through sculpted tailoring, hourglass lines, and fluid jersey and satin—the familiar architecture of Mugler reframed with new ease and movement. The spotlight on archetypal silhouettes hints at an iterative approach: a living wardrobe Freitas can evolve season after season, allowing the house to communicate continuity, experimentation, and commercial clarity simultaneously.
The campaign also leans into persona and identity as central themes, positioning Mugler within the broader cultural conversation around fluidity and self-definition. Starring Libby Bennett, the visuals combine cinematic staging with AI-supported direction, signaling a willingness to integrate digital tools into the brand’s creative and production processes.
For Mugler, The Wardrobe of Identities serves as an opening statement—one that aligns the house’s heritage of transformation with a contemporary appetite for narrative-driven brand worlds. As the first public-facing expression of Freitas’ vision, it establishes the codes, tone, and visual posture that will guide Mugler’s marketing and campaign architecture in the seasons ahead.
