Archives has always been a source of inspiration for fashion and Montblanc is doing exactly that. Turning towards the place of a thousand books and stories, infinite knowledge and history, the German luxury brand spotlights the library in its “Library Spirit” campaign which has just landed in London for its second chapter.
Shot by famous photographer Mariano Vivanco, Montblanc’s campaign explores the worlds created through literature, as well as the classic British aesthetic and disruptive energy found in the English capital. This edition of the campaign was shot in the renowned London Library, which has been frequented by the likes of Stanley Kubrick, and fronted actor James Norton, singer Karen Elson and model Arthur Gosse.
Merging historic beauty with London’s alternative subcultures, Montblanc’s “Episode: London” version of its campaign reflects the cultural duality through the use of its Soft Mini Bag and Soft Backpack. Shot in both black & white and colour, the models are seen sprawled on a couch surrounded by books, as well as by the library shelves, highlighting the power books hold to bring the past into the present.
Speaking on the collection, Montblanc’s artistic director Marco Tomasetta stated “The London Library setting is not only a place for the traditional studying of the classics, but also a place influenced by the bustling, multicultural city around it”. He goes on to say “In this second episode of The Library Spirit, the London spirit encourages us to embrace timeless classics but make them our own, repurposing them to suit our own style and subverting the expected”.
To celebrate the arrival of Montblanc’s global campaign in London, the luxury brand held a dinner at The Lumley Library at the Royal College of Surgeons which saw a live performance from Karen Elson and a spoken word performance by Raven Smith. The event was also host to special guests such as Suki Waterhouse and Calum Turner.
The Library Spirit – Episode London is the second instalment in Montblanc’s global series, which intends to travel all around the world to inform its brand with various cultures and histories, highlighting the power of storytelling.
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