Mugler’s wow effect

A catwalk. A movie. A club. The show. Mugler’s ready-to-wear returns to presence. At the end of the haute couture shows, in its Paris, the ultra-sensuality is presented in a see now buy now formula. With all those super celebrities, super models, and super artists who gravitate to the brand led in style by Casey Cadwallader. Kylie Minogue is among the guests. Shalom Harlow, Amber Valletta, Debra Shaw, Eva Herzigova, Irina Shayk, Mariacarla Boscono, and Pose tv series star Dominique Jackson take the runway, along with the musician Arca.

Thanks to a cinematic touch for which the runway stars rotate, stop, pose, run again, models are chased by and get on a dolly, the wheeled cart used in cinema. At the same time, cameras scattered everywhere to project the thousands of facets of as many perspectives on a big screen as if it was a short film, weaving that special bond with the digital fashion shows thought by Cadwallader in recent years.

«I learned to unleash Mugler through cinema,» the Designer said. «I do not want to go back to standard runways because I cannot abandon these extraordinary, talented, confident people. I want them to look at the audience, I want you to see their faces on the screen. They are super people, my family. They inspire me and Mugler would be nothing without them».

It is therefore a matter of rethinking how live performances can be achieved. For Cadwallader, it is all about finding a balance. He created a show full of surprises where we seal «a kind of expansion» of Mugler’s clothing, always marked by courage and glamour. Lines trace erogenous zones from head to toe, legs, pelvis, cleavage.

«I am trying to go in different directions. I wanted to do more volume, more texture, more streetwear and at the same time more evening wear, but I did not want to do gowns. Besides, I hate working with lace. But I thought, I will do it,» Cadwallader explained, who used it along with satin and leather to sculpt and drape bodies. Biker jackets and lingerie, silver fringe and Mugler’s bodysuits in a collection immediately available in boutiques. «When you communicate the newness and the best of what you have, if someone is interested it should be able to get it at that exact moment. It is a direct connection,» the Creative continued.

The choice to show the collection at the end of the week dedicated to haute couture is about connections too. «The press and the models are in town. It is the moment of delivery of our collection to the stores. A pragmatic choice. We are also launching a bag. It is ready». It is called the Spiral curve bag, citing Mugler’s Spiral denim that went viral, and it is a small sculpture that cites a language of spirals and curves that has to do with the body. «I am trying to make Mugler bigger and stronger,” Casey Cadwallader concluded. “We have new categories to develop. After bags, we will do shoes, swimwear... And after that, I would like to do couture. But now, couture is for celebrities».

Judgment. «We try to have some fun. Mugler has always tried to do that,» Casey Cadwallader said. «It is culture, love, representation and fun. Fashion should not be something cold. And today we took a big risk to show that». Naughty Mugler dares, and the result is even bolder. As Dua Lipa, among the stars who dress the brand’s made-to-measure pieces, would say, Mugler is hotter than hell. (All rights reserved)