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Radiant and sensual, Frederikke Sofie embodies the SS17 Maje girl through Tyrone Le Bon's lens.

The campaign images were shot against a clear blue sky background and showcase the key pieces of the collection, which places great emphasis on printed, colourful and flowing or delicately
structured dresses.

The sun-filled campaign is summed up by Judith Milgrom, the brand's founder and Artistic Director:
"I wanted to contrast the abundance of the collection's prints with the purity of a deep blue sky and to express at the same time a natural, almost casual sensuality. I was seduced by Frederikke's force and glow that Tyrone managed to sublimate without making her look sophisticated."