Tate McRae Channels ’90s Supermodel Glamour For Her Debut Fragrance

By Jessica Ye (Jessica Yap)

There is a reason we keep going back to ’90s supermodel imagery. The hair, the skin, the confidence, the way a woman could look straight into the camera and make you feel as though the entire room belonged to her. It was glamorous, a little dangerous and never particularly interested in asking for permission.

Tate McRae seems to understand the appeal.

For her debut fragrance, TATE 01, the Canadian singer has enlisted acclaimed photographer and director Mario Sorrenti for a campaign shot against the sun-drenched backdrop of St. Barths.

Drawing on McRae’s vision of ’90s supermodel glamour, the imagery brings Sorrenti’s signature style to a new generation. It is a fitting choice for an artist whose stage presence and personal style have become an integral part of her public image, further underscored by her recent performance at the 2026 Victoria’s Secret Fashion Show.

Working closely with McRae’s creative team, including designer Ludovic de Saint Sernin and image director Ignacio Munoz, creative agency Spring developed the campaign across photography, film and beauty.

The wider team includes stylist Sarah Richardson, director of photography Yorick Le Saux, hairstylist Evanie Frausto and make-up artist Kennedy Kall. Mathieu Trautmann photographed the still-life imagery, while Philipp Haemmerle handled set design.

Spring also worked with fragrance partner Scent Beauty to develop BY TATE MCRAE, the brand behind TATE 01, overseeing its strategy, visual identity and website.

The intention was to establish a recognisable identity from the outset, giving McRae a brand that could grow beyond her first fragrance rather than treating TATE 01 as a one-off celebrity launch.

For Spring’s Creative Director for Europe, Mike Raven, McRae’s reference to ’90s imagery offered an opportunity to bring Sorrenti’s distinctive photographic style into the project. The aim was to create something that felt familiar in its confidence while remaining distinctly Tate.

Fashion has revisited the ’90s often enough for the decade to have become almost a visual shorthand, from minimalist slip dresses to glossy beauty campaigns. The challenge is finding a way to use those references without making the whole exercise feel like a period costume.

With McRae’s own vision guiding the campaign, TATE 01 arrives with a clear aesthetic direction, bringing together supermodel-era glamour and the singer’s contemporary image.

The global campaign launched on 1 October 2026. TATE 01, McRae’s debut eau de parfum, is available exclusively through Ulta Beauty in the United States.