Summer 2017


Radiant and sensual, Frederikke Sofie embodies the SS17 Maje girl through Tyrone Le Bon¹s lens.

The campaign images were shot against a clear blue sky background
and showcase the key pieces of the collection, which  places great
emphasis on printed, colourful and flowing or delicately structured

Close-up on this season¹s bags. Firstly, the M bag, a signature piece of
the brand, is upgraded for its first anniversary with removable leather
handles that are embellished with either bohemian multicoloured beads or
metal coins.
A newcomer in the M bag family, the MWalk is just as cool and an elegant
fellow companion with a perfect size. It is highlighted in black leather
and in red suede.

The sun-filled campaign is summed up by Judith Milgrom, the brand¹s
founder and Artistic Director : « I wanted to contrast the abundance of
the collection¹s prints with the purity of a deep blue sky and to express
at the same time a natural, almost casual sensuality. I was seduced by
Frederikke¹s force and glow that Tyrone managed to sublimate without
making her look sophisticated. »