Rooted in both history and romance, Malone Souliers’ SS24 Pre-Collection, Ethereal Reverie, pays tribute to the beauty and richness of Victorian-era costume. The offering puts a modern spin on classic design codes, with bold symbols of femininity defining each and every covetable style. Always expressive, sometimes theatrical, the collection’s evocative campaign presents the ultimate fashion fantasy.
A theme of ladylike elegance links the season’s key styles, as showcased through a series of tranquil images. Bright white backdrops feel fresh and serene, while dappled blue skies and verdant greenery appear through archways to bring a sense of the outside in. Nodding to the Victorians’ love of well-tended gardens, traditional outdoor furniture and decorative fountains further set the scene.
Each adorned with bows of varying proportions, all-new silhouettes Bonnie, Blythe and Maera echo the campaign’s feminine sensibilities. Lightweight dresses are carried on a soft breeze, bringing movement and playfulness to the fore. Meanwhile, with corsetry inspired satin lacing and metal eyelets, Alessandra’s rebel spirit is reimagined with nonchalant poise. When it comes to handbags, Audrey is displayed in marble embossed croc, a beacon of beauty and versatility. Divine, newly updated with a sleek shoulder strap, sits pretty as though the subject of a period painting.
Commenting on the campaign, Coco Fong and Valerio Bava, Malone Souliers’ Co-Creative Directors, say: “The SS24 campaign welcomes you inside our imagination-filled world, where frivolous Victorian fashion is at its essence. Painted blue skies and floral gardens offset dreamlike white structures, allowing an abundance of flirtatious bows and glistening embellishments to take centre stage.”
The Malone Souliers SS24 Pre-Collection is available online at malonesouliers.com and in the Flagship Boutique at 19 Mount Street, London, and within Harrods’ Shoe Heaven.
