30 years after the release of the original Angel, Mugler is back with a new olfactory bang. In a passionate quest to turn reality into fantasy, the Angel Elixir campaign – co-created by Casey Cadwallader, Mugler’s team, and Publicis Luxe – is a contemporary invitation to reveal one’s own potential and to live boundlessly.   

Angel Elixir lights up women from within, beginning with campaign muse and cosmic supernova, Hunter Schafer. A charismatic actress with a unique aura and ambassador for the most renowned luxury houses, she symbolises a new kind of femininity: dazzling, powerful, contemporary, liberated, and boundless. Hunter represents an invitation for all women to transcend their own selves and enter a new transformative era.  

Disruptive and modern, Publicis Luxe and Mugler bring together the top talents of the moment, including French genius, Quentin Deronzier, music video director for Drake and Orelsan. For Angel Elixir, he demonstrated technological prowess and uncompromising aesthetical excellence to deliver a powerful, unexpected, hypnotising film, that is at once precise and playful. New photography talent, Harley Weir, signed the print campaign. 

It’s a campaign that invites every woman to embrace the depths of their personality, to shine brightly and reveal their inner star.

Casey Cadwallader (creative director of Mugler Fashion) said, “I wanted to add humour and surprise to this wild storyline. I want it to be exciting and shocking and bring you into the world of Mugler.” 

The media campaign launched worldwide on March 1st 2023.