Sonia Rykiel Spring-Summer 2014 campaign makes a bold, bright statement

The Sonia Rykiel images for Spring-Summer 2014 were art directed by M/M (Paris). Fashion world regulars known for their Givenchy campaigns, the duo have also worked on visual identities with Björk, Kanye West, and Madonna among others.

“We wanted to run with this vision of a greedy, glitzy femininity,” said the pair, who decided to “configure, reconfigure, and deconfigure” the codes of colorful 1970s Parisian advertising, adding a tongue-in-cheek edge. 

The campaign was also styled by Marie Chaix who has recently put together the similarly punchy new campaigns from Kenzo and Proenza Schouler.