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FASHION

 

The Mugler revival 

BY Kelly Lauriente

28  May  2021

 

Have you seen all these Instagram posts ? All of a sudden it seems like, just like Megan Fox or SZA, everybody is wearing Mugler again. It must be said that their Spring 2021 runway gathered quite some attention. With Casey Cadwallader at its head since 2018, Mugler definitely seems to be a house built for our times : here’s why.

Miley Cyrus in Mugler at the 2020 I Heart Radio Music Awards

It’s needless to say that what is immediately recognizable as the “Mugler stamp” are these sculptural lines. Wearing Mugler, it’s almost like becoming a piece of architecture yourself. Even when Mugler was called “Café de Paris” back in 1973, there was a huge emphasis on reshaping the human body. As an outsider himself, Thierry Mugler made a point of being otherworldly. Cadwallader’s work is undoubtedly a continuation of that counter-current heritage. 

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Mugler Spring 2021

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“Euphoria” star and model Hunter Schaffer for Mugler Spring 2021

But Mugler is now hitting another milestone. And by milestone, we mean middle ground. One would argue that Mugler has always been about shapewear, but there was never such a strong inspiration from urban culture before. Cadwallader’s use of technical materials is, indeed, sportswear-inspired and proudly fits all body types. Nice shot, in an era all about body inclusivity. But Cadwallader is also making a point of paying homage to urban culture every now and then. We surely all remember that viral Bella Hadid walk on Caribbean shatta music. 

Gucci 2020 Tailoring campaign, starring Iggy Pop, Tyler The Creator & ASAP Rocky

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Miley Cyrus in Mugler at the 2020 I Heart Radio Music Awards

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Doja Cat wearing Mugler in her “Streets” music video

The other big strength of Mugler is its “happening culture”. Not only is every Mugler moment designed to be iconic but, through a see-now-buy-now strategy, the French house is ensuring itself to move faster than the traditional 6-months delivery. As a result, Mugler can adapt itself to the latest trend in a blink of an eye, but it also means immediate results in terms of revenues. Clever, isn’t it ?

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Madison Beer at the 2020 MTV Video Music Awards

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Megan Fox and Machine Gun Kelly at the 2021 Billboard Music Awards

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SZA performing at the 2021 Billboard Music Awards 

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Miley Cyrus at the 2020 MTV Video Music Awards

Fashion houses are not as elitist as they used to be. Luxury houses, designer brands and even sportswear brands have merged with socioeconomic matters and political issues. Seems like the future of fashion lies in the hands of those who can meet us at that crossroad.