Montblanc: The Art of The Library Spirit Campaign

The Fashionisto

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Published June 17, 2023

James Norton and Karen Elson front Montblanc's The Library Spirit campaign in London. Pin
James Norton and Karen Elson front Montblanc’s The Library Spirit campaign in London. Photo: Mariano Vivanco / Montblanc

Montblanc has unveiled the second chapter of its captivating The Library Spirit campaign this season. A heartfelt tribute to London’s deep-seated literary roots, the advertisement taps into the British city’s seamless fusion of classicism and eccentricity, fostering endless creativity sparks.

Montblanc The Library Spirit Campaign

Actor James Norton is pictured alongside the Montblanc Meisterstück Selection Soft 24/7 Bag for the brand's The Library Spirit campaign.Pin
Actor James Norton is pictured alongside the Montblanc Meisterstück Selection Soft 24/7 Bag for the brand’s The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

A stalwart gathering spot for intellectuals and literary luminaries since 1841, the London Library serves as the campaign’s backdrop. It’s here where Montblanc presents its fresh and bold take on tradition, skillfully led by the brand’s artistic director, Marco Tomasetta.

The ad showcases Montblanc’s Soft line, reimagined through the prism of London’s compelling allure. This rework embodies the marriage of time-honored designs with a modern twist, each item echoing the unique voice of the city.

Arthur Gosse appears in the Montblanc The Library Spirit campaign, showcasing the brand's Meisterstück Around The World in 80 Days Doué Classique collection. Pin
Arthur Gosse appears in the Montblanc The Library Spirit campaign, showcasing the brand’s Meisterstück Around The World in 80 Days Doué Classique collection. Photo: Mariano Vivanco / Montblanc

Actor James Norton is stepping into the spotlight of The Library Spirit. Sharing the lens with model Arthur Gosse, columnist Raven Smith, and model Karen Elson, Norton captivates in images snapped by the discerning eye of photographer Mariano Vivanco. The campaign also basks in the finesse of stylist Peghah Maleknejad, whose artistic touch enhances the narrative.

Columnist Raven Smith stars in the Montblanc The Library Spirit campaign.Pin
Columnist Raven Smith stars in the Montblanc The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

Many Montblanc pieces, from refined leather goods to elegant pens, grace the campaign. Each item is more than a product; it’s a tribute to the spirit of London. From the city’s literature and art to its awe-inspiring architecture, the collection captures the essence of London, immortalizing its charm in every Montblanc piece.

The Library Spirit campaign is a delightful celebration of London’s cultural heritage, casting a new light on the city’s literary past and present.

Montblanc The Library Spirit Campaign: Chapter 1

Starring in Montblanc's The Library Spirit campaign, Callum Turner showcases a bag from the brand's Sartorial collection. Pin
In Montblanc’s The Library Spirit campaign, Callum Turner showcases a bag from the brand’s Sartorial collection. Photo: Mariano Vivanco / Montblanc

Earlier this year, Montblanc graced us with a striking chapter of The Library Spirit campaign, with actor Callum Turner as its protagonist. The campaign’s focus was the Sartorial collection, a series steeped in the rich history and heritage of the Maison. It was a moment of brilliance that showcased how the spirit of literature intertwines with the essence of fashion.

Justice Joslin, Mattia Narducci, and Kit Butler come together for the Montblanc The Library Spirit campaign. Pin
Justice Joslin, Mattia Narducci, and Kit Butler come together for the Montblanc The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

The setting, crafted by the talented Trish Stephenson, set the stage for the visual storytelling of this campaign. With models Justice Joslin, Kit Butler, and Mattia Narducci joining Turner, each frame encapsulated the vibrant energy of the sophisticated and thoughtful man. This eclectic mix of personalities added a layer of depth and intrigue to the advertisement, bringing the concept to life in a truly engaging way.

Callum Turner fronts the Montblanc The Library Spirit campaign.Pin
Callum Turner fronts the Montblanc The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

Mariano Vivanco, the man behind the lens, again worked his magic. His photographs illuminate the quintessence of the intellectual man, exuding a sense of classic vibrancy. The images tell a compelling story, bridging the balance between literature’s timeless essence and modern elegance.

Justice Joslin stars in the Montblanc The Library Spirit campaign.Pin
Justice Joslin stars in the Montblanc The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

Overseeing the styling for this grand occasion was Paolo Turina. His discerning eye ensured each detail was meticulously curated, reflecting the spirit of the campaign. In essence, this chapter of The Library Spirit was a masterclass in storytelling, seamlessly blending fashion and literature. Montblanc showcased a strong bond between its brand ethos and the narrative, reinforcing its connection with the literary world and its passion for timeless elegance.


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