An intimate campaign by Maje that reframes femininity through individuality, presence and lived experience, shaping the spirit of the Spring Summer 2026 collection.
French girl cool has long been treated as a myth, a set of gestures we learn to read before we ever question who gets to embody them. In its latest campaign, Maje shifts the focus away from polish and performance, and toward something quieter: women meeting clothes on their own terms.
Shot in a minimalist Paris studio, the images feel deliberately pared back. Nothing strains for impact. The camera lingers on pauses, small laughs, sideways glances, hands adjusting a sleeve. The mood is intimate without trying to look intimate, as if the strongest styling choice was simply leaving space for the wearer to exist.
That casting is the point. Footballer Chiara, ceramic artist Nina, actress Lomane and designer Céline bring different energies and ways of moving through a room. They do not read as archetypes. Their presence makes the campaign feel less like a lesson in attitude and more like a portrait of contemporary femininity, shaped by confidence, work, desire and self awareness.
The wardrobe follows the same logic. Clean tailoring moves alongside subtle nautical cues and softened romantic details, building silhouettes that feel relaxed but intentional. It is refined without rigidity, expressive without excess, designed to adapt to whoever is wearing it rather than asking her to play a part.
French girl cool, here, is not a template. It is a feeling that shifts from one body to another, and a reminder that style becomes most seductive when it stops trying to prove itself. That sensibility runs through the Spring Summer 2026 collection.
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