A crime of passion, refers to a violent crime, often in which the perpetrator commits the act against someone because of sudden extreme impulse such as anger, rage or revenge rather than as a premeditated crime. The term "crime of passion" has been used in legal and social contexts since the 19th century, particularly in France and Latin America and is still used as a legal concept in some jurisdictions.

Mila Simona’s, Crimes of Passion campaign has been based on three true crimes of passion stories. The stories depict very different crimes of passion where obsessive, obscene, psychotic and dangerous behaviours occur revealing the extremities in how one can behave, as a result of an emotion and a consequence driven by passion.

When asked the motive or inspirations for the campaign, sometimes I say it’s because I like to watch mafia films or read Marquis De Sade. It’s actually based on personal experiences and rather than sharing my own stories about the depths that love can make you feel and the extreme behaviour it can evoke, I’m exploring this conceptually through the narrative of my brand. So many encounter profound, beautiful experiences in love and also immense pain, hurt and suffering.
- Mila Simona

The three narratives selected are based on real life events that have taken place. The art heist is based on a couple, who stole billions of dollars’ worth of art from museums and galleries. The NASA story is based an American aeronautical engineer and former NASA astronaut who was charged with felony burglary and misdemeanour. The mafia princess story is based on a true story of an undercover policeman who fell in love with a mafia boss’ daughter.

Mila Simona worked with director and film maker, Jak Payne to shoot this campaign and capture the essence of each narrative, ‘I like works that make you feel emotion without you really knowing why, work that hits you in more obscure psychological ways.’ - Jak Payne

TaG, the text and graphics agency based in Paris devised references for the stories, crime files and created text overlay on the campaign images. TaG’s past and current collaborators include Chanel’s Métiers d’Arts Fondation le19M, street-culture concept store Citadium, cultural center Gaîté Lyrique and Nike’s Paris antenna.

Alexia Guldener @kosschkka curated the Mila Simona, Crimes of Passion x Romance Girl compilation which comprises of iconic songs as well as niche soundtracks. Titles such as Il Giardino delle Delizie, Nino Rota and Adagio for Strings by Samuel Barber feature, as well as voice over excerpts from films.

Crimes of Passion part one consists of a two part series in order to explore various inimitable crimes of love that have been part of a human experience.