Kylie Jenner is the new muse of Jean Paul Gaultier's SS23 campaign

Kylie Jenner, the youngest member of the famous Kardashian-Jenner clan, is in the news once again after becoming a ‘JPG girl’. Captured through the distinctive vision of photographer Elizaveta Porodina and the aesthetics of creative director Florence Tétier.

The campaign, called ‘Flowers’, is an imaginary in the form of a futuristic virtual reality universe in which Jenner is transformed into a web 2.0 mermaid. Something that already resonated since the Met Gala in the form of a marketing strategy that once again positions the celebrity as the greatest genius of the 21st century. As well as being inspired by virtual images, the collection harks back to the essence of the early 2000s, when JPG’s designs were full of flowers, geometric structures and deconstructed silhouettes.

In an evolution of the designer’s signature floral motifs, the SS23 collection teams up with artist Jean-Vincent Simonet to create a new “liquid” print called ‘Fleurs Liquides’. This new version decorates second-skin dresses, trousers and tops, and intermingles with the Maison’s famous ‘morphing’ from its 1996 ‘Cyberbaba’ collection. These visual elements are then incorporated into swimsuits, tops, stretch tulle dresses and knitted dresses. Likewise, throughout the collection there is a reference to the brand’s lingerie expertise, reinventing Madonna’s conical corsets and biker-style trousers, fusing seams and lingerie lacing on sleeves and trousers.

«For this collection, working with Kylie Jenner was an obvious choice», explains Tétier in a press release. «Her personality and notoriety make her a true source of inspiration. She ideally matches the representation of the modern mermaid that I was looking for: a powerful being capable of adapting to their environment. Jean Paul Gaultier’s universe has always featured extraordinary yet wildly popular figures, and Kylie Jenner is a great and logical addition to this lineage of talent», she adds.