Tzenkoff was hired to conceptualise and oversee all aspects of the company’s advertising campaign.

In the Fall/Winter 2006 campaign, Morgan revisits the great seduction myths and – as the slogan indicates – proposes its unique vision of ‘Morgan de Toi’. To enhance Morgan’s well-established values of femininity, seduction, creativity and originality, Tzenkoff hired legendary photographer Patrick Demarchelier to shoot the campaign.

We believed the ideal model for this campaign was up-and-coming actress Mischa Barton, who – we correctly sensed – would subsequently become a global figurehead within contemporary cinema.

In the wake of this hugely successful advertising campaign, Morgan has achieved significant increases in sales globally.