Campaigns & content

The American luxury brand reinvents itself and launches a signature campaign with Mazarine Stories.

The brand embarked on an entirely new chapter with the launch of its capsule collection, designed by creative director Zoe Turner, as well as a logo redesign. All three Mazarine offices — in Paris, New York and Shanghai — joined forces to build a global ecosystem and reach a worldwide audience.

The campaign, directed by photographer Bibi Cornejo Borthwick and Julia Champeau, features a hero movie, fashion catalogs, lifestyle content and still life that redefine the modern St. John woman.

The exclusive collection also launched online in China via a mini Wechat program we developed specifically for the first Chinese St. John store. Press events in New York and Beijing wrapped up the global launch campaign.

The Californian fashion house,
founded in 1962, embarks on a new era.

Our 50 experts build and roll out communications strategies for brands that resonate with their target audiences.

From brand platforms to new narratives, Mazarine Stories works together with brands, helping with conversations and integrated campaigns. From the creative concept to in-house production, our 360° approach touches on online, offline, influence, retail, and street marketing mechanics. At the core of this team is a unit dedicated to social media. They monitor trends and imagine paths of engagement: editorial strategy, content factory, community management, social listening, tailored influence and amplification.

Balmain SS21 & FW21


Creative Intelligence

Campaigns & content

Virtual launch of the Spring-Summer 2021 and Fall-Winter 2021 runway shows via Mazarine’s Smart Player by Mazarine Digital.

For years, Balmain has entrusted us with the task of establishing the fashion house as a pioneer in digital innovation. After successfully orchestrating the live broadcast of the Spring-Summer 2021 fashion show, we replicated the Smart Player experience for the Fall-Winter 2021 collection.

Our innovative Smart Player technology allows users to capture memorable moments and interact with exclusive content. This immersive solution enhances the classic fashion show experience with "pre-order" and "drive-to-store" features throughout the virtual event.

Our 120 experts imagine immersive omni-channel digital experiences.

From strategic thinking, editorial needs and CRM to managing technical development and paid amplification, our teams create digital platforms, e-commerce sites and activations that build both emotion and performance.
At the core of this agency is a team dedicated to Creative Intelligence: an innovative, creative, and interactive solution that disrupts a brand’s relationship with its audiences.


Brand exhibitions

Watch & jewelry


L'iconique rouge de la Maison investit le Palais d'Iéna à l’occasion d’un dîner, un spectacle, un concert et enfin une fête pour célébrer la Haute Joaillerie Cartier, le tout orchestré par La Mode En Images.

With offices in Europe, the United States, the Middle East and Asia, La Mode en Images designs and produces fashion shows, brand exhibits and large scale events for brands, who deliver custom-made and immersive events worldwide.

Collaboration with other areas of expertise within the Group enriches these moments with virtual experiences and NFT programs.