Alexandra Golovanoff Launches First Campaign with 'Emily in Paris' Star and a 23-Year-Old Model
French fashion label Alexandra Golovanoff has launched its first-ever advertising campaign to mark its 10th anniversary, casting actress Philippine Leroy-Beaulieu opposite 23-year-old model Sahteene Sednaoui. The campaign went live on Tuesday, 25 August 2026, across the brand's digital channels. Jody Rogac photographed the images, with art direction by Marie-Amélie Sauvé. (WWD)
Leroy-Beaulieu is best known to international audiences as Sylvie Grateau, the sharp-tongued boss of a fictional luxury marketing firm in the Netflix series Emily in Paris. That show is now preparing to air its sixth and final season. Sednaoui, the model daughter of actress Laetitia Casta and photographer-filmmaker Stéphane Sednaoui, is training as an actor and has already modelled for brands including Miu Miu and A.P.C. The pairing places a recognised screen face from the streaming era next to a rising name from fashion's next generation.
Golovanoff herself is a TV presenter turned designer with 127,000 followers on Instagram. She frequently models her own designs and has featured friends and family — including designers Alexandre Mattiussi and Julie de Libran — in her look books, the seasonal catalogues brands use to present collections to buyers and press. The decision to run a formal campaign now, after a decade of operating without one, lines up with a broader push.
The brand's ready-to-wear line — factory-produced clothing sold in standard sizes rather than made-to-measure — is distributed in 40 points of sale worldwide. The United States is its second-biggest market, with retail partners including Printemps in New York City, Jeffrey in Atlanta, Dear Paris in Houston and Serenella in Palm Beach. Golovanoff's products are never discounted, according to WWD.
The next step is a bigger stage. Golovanoff is set to debut on the official Paris Fashion Week calendar on 29 September with a presentation of her spring 2027 collection, alongside the launch of a collaboration with Hôtel Costes, the Paris hotel known for its design and nightlife presence. Paris Fashion Week, the series of runway shows and presentations governed by the Fédération de la Haute Couture et de la Mode, is one of the four major weeks on the global fashion calendar alongside New York, London and Milan.
For a label that has grown quietly through wholesale partnerships and a founder's personal reach, the campaign and the calendar slot signal a move toward wider visibility. The two women in front of the camera span roughly three decades between them, which is the kind of detail a growing brand can use when the goal is reaching customers at different stages of life — without changing the price architecture or the product itself.
