The Maje Fall Winter 2023–2024 ad, which stars none other than Lila Moss, the company's newest muse, pays homage to British flair and the lively spirit of London. Lila Moss is introduced as the new face of the company in Maje's campaign, which draws influence from London's vibrant environment and distinctive style. 

The ad expertly blends the gritty aesthetics of Moss with the brand's own flare, creating an engrossing visual story.

Maje takes a risk with this season's collection by visiting London, a place known for its cool and free-spirited atmosphere. The campaign captures the spirit of the city via Lila Moss, portraying its vibrant energy and unabashed attitude. 

With a sense of daring and defiance, the Fall/Winter 2023–2024 collection honors Maje and London's nonconformist character. The advertisement portrays Moss as the personification of this brazen attitude since the 20-year-old emits an impolite yet alluring appeal that captures the spirit of London's distinctive fashion culture.