Women’s Wear Daily
04.23.2014
fashion-memopad
fashion-memopad

Printemps, Dior Tie Up for Holidays

The department store is celebrating its Christmas partnership with the fashion label with an advertising image shot by Mario Testino.

fashion-memopad/news
Printemps

DIORIFIC: Printemps is celebrating its Christmas partnership with Dior with an advertising image shot by Mario Testino, which will be unveiled on the facade of its Boulevard Haussmann flagship today. It features models Carolyn Murphy and Sui He posing on the roof of the building in scarlet and fuchsia Dior couture outfits, respectively, against the backdrop of the store’s restored cupola and the Eiffel Tower, and surrounded by floating Christmas decorations.

The image is the brainchild of creative director Stephen Gan and was styled by Carine Roitfeld. “It has been one of the most creative collaborations we have done with brands, and I think it’s really setting the standard of what’s possible between brands and a department store,” said Printemps chairman and chief executive officer Paolo de Cesare. “We wanted to do something that could capture this excitement, this energy and also a bit of this unexpected collaboration and moment that we’re bringing together.”

The ad campaign, which exists in both a one-page and a two-page format, will appear in press and outdoor advertising starting Nov. 15. Dior brand ambassador Marion Cotillard will be on hand on Nov. 9 to inaugurate the store’s Dior-themed Christmas window displays, four of which will feature mechanical puppets dressed in exact replicas of 12 iconic outfits, realized by its couture ateliers. The store will sell unique products developed with Dior.

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