JMA CAMPAIGNS | LUXURY IN MOTION ON THE GOLDENPASS EXPRESS

Visionary catwalk producer and supermodel Jessica Minh Anh fronted a landmark campaign that set a new standard for creative productions, merging couture, green mobility, and shifting Alpine landscapes into a cinematic experience.

For the first time, Jessica integrated AI-generated couture from the UAE with glamorous French and Italian designs and Japanese elegance aboard Switzerland’s iconic MOB GoldenPass Express. From the sunlit Vaud Riviera to the peaks of the Bernese Alps, the “Luxury in Motion” journey created an arresting contrast between cutting-edge technology and natural beauty.

“Switzerland reminds me of how effortless style, sustainability, and quiet luxury move in perfect harmony—a place where innovation meets tradition. You feel a deep balance in the calm energy that surrounds you,” said Jessica Minh Anh.

The day began at 4 a.m. at XS Studio Geneva, where Jessica was styled into a striking 1960s silhouette—sculpted beehive, cascading raven waves, and a sharp, elongated smoky eye bringing couture nostalgia into modern focus.

Her first look, a luminous silk-twill ensemble by Italian designer Francesca Ruffini Stoppani (F.R.S), featured wide sleeves and fluid trousers printed with oversized chrysanthemums and tulips. The palette paired seamlessly with her red VinFast VF 8 Plus electric SUV for the journey to Montreux, followed by her team in black and silver VF 8 Plus models—a stylish, sustainable convoy along the lake.

On the Montreux platform, Jessica embodied elegance in F.R.S’ weightless silk with romantic bow neckline and pajama-inspired tailoring, moving fluidly alongside the GoldenPass Express. Carrying a striking red couture clutch by Parisian designer Johanna Braitbart, she stepped into the Prestige cabin.

“We are very proud to collaborate with Jessica Minh Anh. Her global mindset and distinctive style fit perfectly with Prestige Class, highlighting the beauty of Switzerland through a panoramic lens,” said Fanny Moix, Marketing Director at the Montreux Oberland Bernois Railway (MOB).

Against the sweeping panorama, Jessica appeared composed, enjoying caviar, macarons, and champagne—a study in stillness and quiet luxury contrasted with the wild landscape beyond. 

She transitioned into a second F.R.S look: a silk dress in deep brown, brushed with gold botanical motifs that caught the ambient light, creating a dialogue between intimacy and grandeur, motion and stillness.

The visual story shifted from florals to architectural design and technology for the return journey. On the platform, Jessica appeared in a pure white jumpsuit by Dubai-based MAGNO MONTERO, her elongated cape and sculpted pleats cutting a sharp line against the deep blue of the GoldenPass Express.

The look felt almost architectural—a column of light beside the train—echoing the brand’s use of generative AI to imagine fashion as wearable art.

Back in the Prestige cabin, Jessica moved through the carriage in a voluminous brocade gown by Japanese powerhouse Yumi Katsura.

The strapless silhouette, with its sculpted neckline and sweeping bow at the back, unfolded in rich, shimmering fabric, catching every hint of twilight as the landscape slipped past the windows.

For the grand finale, Jessica changed into a second MAGNO MONTERO creation—a precisely pleated silhouette that wrapped and folded around the body like a three-dimensional sketch. Under the soft glow of ceiling lights and fading daylight beyond the glass, the camera captured engineered volume meeting the gentle motion of the train. 

It was a portrait of engineered beauty: a modern heroine suspended between sky, mountains, and silk, bringing the day’s fusion of cultures to a precise and powerful close.

Behind the scenes, meticulous preparation took place at Spaces Geneva, operated by IWG, where Jessica and her team conducted intensive test shoots and worked to an hour-by-hour schedule.

“We love having the vibrant Jessica Minh Anh around. Her multicultural background and global outlook, paired with her entrepreneurial spirit, resonate strongly with our business community here in Switzerland,” said Cyrill Schuler, CEO, IWG Switzerland, Monaco & Gibraltar.

Jessica’s next chapter is a bold new global series that fuses advanced technology, high fashion, and social impact—on a scale she has never attempted before. A tech graduate with a long record of boundary-breaking productions, from the world’s first solar-powered catwalk to the highest runway and the historic Eiffel Tower show, she is now turning her vision toward the future of human-technology collaboration. 

“I want to create experiences where innovation elevates humanity rather than replaces it, where this fusion becomes a force for good across borders,” said Jessica Minh Anh.

Creative Team: Hair, Makeup, Nail - XS Studio, Agathe Letchimy, Daryna Zaporozka | Photographer - Camilla Dalla Costa | Retouch - JMA

F&B: Arctic Juice & Cafe

JMA Team