ALL SMILES: Michael Rider’s first marketing campaign for Celine is in full shade, drenched in daylight and even contains a smile — expressed through a curved zipper on a purse.
Breaking Monday on Celine’s digital channels, the marketing campaign was shot by Zoë Ghertner and places a highlight on the New Baggage line, together with what’s referred to as the “smile variation” that made some friends smile when it appeared on the runway in Rider’s debut present for the French home final July.
The marketing campaign cues up the retail rollout of Rider’s first designs, beginning with the worldwide launch of the New Baggage line starting Sept. 26. In line with the home, it is going to be bought on-line and in choose shops in Europe, the U.S., China, Korea, Japan, Southeast Asia and Oceana.
The Smile Variation of the New Baggage bag in Celine’s new marketing campaign.
Zoë Ghertner/Courtesy of Celine
The complete assortment — which included strong-shouldered jackets, elegant cutaway coats, skinny pants and putting LBDs — is to reach in shops round mid-November.
“Rider saved the most effective bits of the Hedi Slimane period, and the Phoebe Philo one — of which he was an integral half — and threw in a few of his personal current previous as artistic director of Polo Ralph Lauren,” WWD opined concerning the spring 2026 effort.
Philo launched the Baggage bag in 2010 as a part of her first assortment for Celine, and it has since been marketed in a number of sizes and guises, together with a model with flaring gussets referred to as the Baggage Phantom.
Rider launched an oversize, east-west form to the supply; expanded the palette to citrus and oxide blue, and chosen a spread of tremendous supplies, together with shiny lambskin, suede calfskin and Porosus crocodile.
A picture from Celine’s spring 2026 marketing campaign.
Zoë Ghertner/Courtesy of Celine
In line with Celine, celebrities together with A$AP Rocky, Julia Roberts and Meryl Road have been noticed carrying the latest variations of the Baggage franchise.
Rider’s first Celine marketing campaign arrives roughly every week after his design predecessor, Hedi Slimane, took to Instagram Tales to induce the home to maneuver on from the picture template he had cemented throughout his six-year tenure, hinged on moody black-and-white images Slimane lensed himself.
