Joy Gryson, who rose through the world of accessories at Marc Jacobs before starting her own eponymous line, is launching yet another collection. This time with MCM.

The handbag brand’s been around since 1976 and repeatedly tried to re-invent its image the past few years. They’ve never quite kept up with the Louis Vuittons and the Balenciagas, but now, with Gryson on board and a new target customer, they’re hoping for a monogram-less comeback. The new bags are darker, for a more urban, fashion forward woman.

And so the campaign stars Coco Rocha and her dark, dark hair against the New York Standard. It was styled by Kathryn Neale Shaffer, which puts its Vogue count at at least seventy-three.

Saks will sell the bags exclusively, except for MCM boutiques of course, starting at the end of the month.