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.