Kate Moss Heads to Al Ula for Mônot’s Latest Campaign

Meet the Lebanese brand co-signed by Lizzo and Zendaya


Lebanon is going through its toughest economic crisis in decades, but there remains a glimmer of hope through its fashion scene. By now, you’ve heard of Lama Jouni and SuperYaya. But in 2020, it’s Eli Mizrahi’s label, Mônot, that should be on your radar.

Having made his Paris Fashion Week debut last March, Mizrahi proved he earned his place as a rising star. A quick look at his Fall-Winter 20/21 collection and it’s clear: the young designer does sexy right. Partly-architectural, partly-sensual, his collection—which holds a foundational order to it—captures a certain laid-back repose with a retro, couture-like touch.

Composed of skin-revealing shapes and playful proportions, his clothes speak to any woman. Mizrahi’s collections encompass everything from structured-but-easy day suits to leg-baring, exquisitely dramatic evening gowns.

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Bringing to life the first ever Mônot campaign was a collaborative creative effort. So I want to give a shout out to all of the amazing, incredibly talented people who brought my vision to life. Kate the Great, you showed me just what a ⭐️ you are. You trusted me and jumped blindly into this project. You gave it your heart and soul and you were the keystone to making this campaign a success. Alek, Amber, Candice, Jourdan, Mariacarla, and Xiao Wen you embody the inclusive cross-cultural swath of empowered women that Mônot wants to dress. Thank you for flying in from all over the world to be part of this passion project. Luigi & Iango the incredible images and film you created for this campaign have a timeless beauty that pulls you in and makes you think. I know how much hard work you put into this project, but when you look at the results they have an effortless grace to them. And Carine I just want to say thank you for everything! Your sleek, chic, and sexy aesthetic dovetail perfectly with that of the Mônot woman. You are not afraid to tell it like it is, even when I don’t want to hear it. You keep me honest and you keep me focused. They say, there is no “I” in team but let me tell you there is an “I” in this!!! So last but not least I want to thank myself for going against the expected. For the drive and passion that I dedicated to this project. What I was able to achieve with my first campaign, as the founder of an emerging independent brand, is pretty fanfreakingtastic. And above all, I want to thank myself for not giving up on my dreams. It’s moments like these, when everyone thinks I’m crazy, that I push even harder. I always welcome a challenge. As my father always said, “Follow your dreams and you will never lose sight of your goals”. Mônot Autumn Winter 2020-21 Campaign Creative director: @elimizrahi Photography: @luigiandiango @2bmanagement Fashion editor: @carineroitfeld Hair: @luigimurenu Makeup: @georgisandev Models: @msalekwek, @ambervalletta , @angelcandices, @jourdandunn @katemossagency, @mariacarlaboscono @jujujuxiaowen

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Having dressed the likes of Zendaya and Lizzo, Mizrahi wants to be fully inclusive; but admits he has a preference for “bad girls”, as he told Vogue last Spring. So naturally, when choosing the face of his first-ever campaign, Mizrahi went for muse and unapologetic self-assured bad girl, Kate Moss.

Kate the Great, you showed me just what a star you are. You trusted me and jumped blindly into this project. You gave it your heart and soul and you were the keystone to making this campaign a success”, Mizrahi stated on an announcement post on his Instagram.

Iconic models Alek Wek, Amber Valetta, Candice Swanepoel, Jourdan Dunn, Mariacarla Boscono and Ju Xiaowen also appear in the campaign, which was shot in Saudi’s Al-Ula desert by Vogue Paris favourite Luigi and Lango. With such a polished first kick-off, it’s safe to say Mônot is about to be everywhere.

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