The core of the Club Monaco ethos revolves around a celebration of the individual. This season, we’re embracing that notion with an interactive campaign using light, shadow, and reflection to assert the Club Monaco woman and man as open and undefined—and create a space for you to see yourself.

"Club Monaco has always been about individuals and the idea of non-prescriptive style," says Steven Cateron, Head of Design. "This season’s collection celebrates that part of the brand’s DNA—it’s strong but also feels open and effortless.”

“Now You See Me” is a multifaceted activation that includes a print campaign, in-store installations, and guerilla-style advertising based on interactivity and share-ability is launched on February 5th for the duration of New York Fashion Week. It is an invitation to engage with the brand in a personal, creative way, starting at our Flagship store and expanding to the streets of New York to the digital space.

“The climate of New York Fashion Week has been evolving for a couple of seasons now—it’s not just about runway shows and presentations anymore,” Francis Pierrel, CEO, said. “We really wanted to do something inclusive that would speak to who we are as a brand and touch our customers in an engaging way.”


Photographed by Peter Ash Lee in New York City, the Spring 2018 campaign images focus on form and silhouette, using light and color to bring out hits of tone, print, and texture. The models’ faces are intentionally obscured to reinforce that the identity of the Club Monaco woman and man is open while varying uses of light reveal hints of the person, highlight details of the collection, and nod to the coming of spring.


In an effort to capitalize on this moment of connection for the brand and our customer, Club Monaco is participating in New York Fashion Week with a multifaceted activation including OOH advertising and in-store installations in lieu of a formal fashion presentation.

Building on the campaign’s use of light and shadow, all activations incorporate reflective surfaces, revealing the customer as the “Me” in “Now You See Me.” Club Monaco has engaged in citywide advertising for the first time with wheatpasting, painted walls, and media projections that will present campaign images in various forms alongside a reflective, interactive element.

As the main destination of the campaign, the exterior of our Fifth Avenue Flagship has been fully covered with mirrored surfaces offset with lines of light that will change color everyday, creating a compelling visual effect as it turns from day to night. The Flagship also hosts an interactive installation using light and reflection in the interior of the store. Smaller-scale installations have also launch on February 5th in Toronto at our Bloor Street location and in Los Angeles at our Beverly Drive location. A similar activation will launch in London at our Sloane Square with the start of London Fashion Week on February 16th.