Modèle Heureux “Hiver Jeune”

Modèle Heureux’s 2020 fashion line features a radical take on seasonality, with pieces in all of the four seasonal groupings designed to contrast, harmonize, and coordinate with each other. As word of the new looks spread on social media and in the fashion press, we suggested that Modèle Heureux show the seasonal inspirations for the clothes, not the clothes themselves. We based this approach on research that shows one striking aspect of Modèle Heureux customers’ adherence to the brand: They buy the label, not the look. Broadcast creative for this campaign features scenes that conjure up seasonal beauty, accompanied by music composed expressly for these spots—which engendered so much attention that Modèle Heureux released it on streaming music sites.