Moynat’s Gabrielle Bag: A Cinematic Tale of Elegance and Innovation
Some fashion campaigns capture a mood. Others unfold like a film, weaving history, artistry, and storytelling into a visual masterpiece. Moynat’s Summer 2025 campaign for its iconic Gabrielle bag does precisely that, drawing inspiration from Luigi Bazzoni’s 1975 cult film Le Orme, with a setting as evocative as its story.
A Setting Steeped in Architectural Beauty
Shot at L’Ange Volant, a private villa designed by legendary architect Gio Ponti in the 1920s, the campaign transports viewers into a world of understated luxury. The space itself echoes the spirit of Moynat, a brand that, since its founding in 1849, has been synonymous with craftsmanship, heritage, and technical excellence.
The campaign’s visual narrative follows an actress in her private residence, seamlessly incorporating the Gabrielle collection as her refined companion. The interplay between femininity and modernity, set against a backdrop of cinematic elegance, makes for a compelling fashion moment.
The Craft Behind the Gabrielle Bag
Named after Gabrielle Moynat, the bag is a true reflection of Parisian artistry, embodying the brand’s mastery of leather goods and accessories. Its metallic ‘M’ twist closure and curved stitching pay homage to the archival Limousine Trunk, a design originally conceived by Pauline Moynat herself.
In many ways, the Gabrielle is an extension of Moynat’s spirit of innovation, rooted in history yet constantly reinventing itself. Just as the House pioneered the English Trunk in 1873, the Gabrielle bag continues to uphold its legacy of design ingenuity and luxury refinement.
A Collaboration of Fashion Visionaries
Renowned photographers Tanya and Zhenya Posternak captured the essence of the campaign, with Maggie Maurer effortlessly embodying Moynat’s ethos. The styling by Imruh Asha further enhances the cinematic tone, ensuring that the Gabrielle collection feels like an organic extension of the visual story.
Beyond its aesthetic appeal, Moynat’s Gabrielle bag represents a heritage of craftsmanship, artistry, and timeless elegance, an accessory designed not just for the moment but for a lifetime of style.
