Maje

20. An age when anything is possible…

For its twentieth anniversary, Maje is celebrating the past in order to invent the future by focusing, at this symbolic turning point, on tomorrow. The brand immerses us in this imaginative and allegorical world, designed for the years to come, yet remaining true to all the values that have shaped it from the outset.
It is by continuing with this benevolent and respectful approach, motivated by sharing and honesty, that Maje is able to maintain this momentum, opening up its future to a young, independent and creative generation, to define its vision of modernity.

Boosted by its history and under the guidance of its lucky star, Maje wanted to spread its energy and international influence. To encourage a new generation of artists and photographers, including a painter and a videographer, by letting them contribute the next chapters of the brand’s story, geared around three themes and three locations: Friendship in Morocco, family in Paris and love in London. Honoring the Maje woman, who has successfully reinvented herself over the years.

An unconventional, radiant, feminine and urban woman, a globally connected seductress.

It is the young Maje woman being revealed through the fresh eyes of these artists, represented here by Yasmin Wijnaldum, the muse for this innovative campaign. This innately sensual mixed-race beauty with sky blue eyes turns 20 this year, just like the label.

Values that transcend the ages.

It was in Morocco, in the Ouzoud Waterfalls in the Middle Atlas, that photographer Thurstan Redding captured the tender and enduring bond of friendship built on sharing and sincerity, in images that look as lively as they do natural.

Stories about partnerships and alliances have been captured in a strongly symbolic location, where Judith Milgrom, who founded Maje, has her roots.