British artist Sam Taylor-Johnson took the reins for the photo shoot and a series of short films (which are slated to release November 8) for the campaign. Shot in Paris, the ads feature both men and women in candid settings. The models look believably 'serene' despite the chaotic urban setting, which is what Taylor-Johnson intended for this campaign.

What's interesting that I notice is the strong essence of Margiela throughout the images, besides the clothes themselves. Case in point: the trompe l'oeil effect on the walls and the anonymity of the cars, covered in a sheath of white cloth. Somehow our previous trip to Margiela HQ crept up in my mind (where these techniques are fairly evident all across its headquarters, and also served to be the inspiration for Margiela home products).

