Concept & Visual Direction (personal project)

“MUSE” is a conceptual campaign imagined for Jacquemus to celebrate Mother’s Day, a holiday that often receives less attention than other celebrations. The project repositions motherhood as a source of artistic and emotional inspiration, portraying the mother as the ultimate muse, the poetic essence behind creativity, tenderness, and strength.

The campaign combines digital storytelling and experiential activation, with a showcase in Paris and a coordinated social media rollout. The visuals reflect Jacquemus’ minimalist yet sentimental aesthetic, juxtaposing raw textures, symbolic objects, and feminine figures that embody purity, nostalgia, and admiration.

Through MUSE, the brand honors mothers not only as caregivers but as enduring sources of inspiration, both intimate and universal.