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On Tuesday, Derek Lam shot his first ad campaign.

An outtake from the Derek Lam fall campaign

An outtake from the Derek Lam fall campaign.

Photo By Courtesy Photo

FIRST TIMER: Not everyone is holding back during the recession: On Tuesday, Derek Lam shot his first ad campaign, which will break in the August issues of Vogue, Elle and Harper’s Bazaar. “This is not a moment to be scared or meek,” said Lam. In what could be a nod to his California roots, the images are set against a beach (made at Pier 59 in New York), featuring model Karmen Pedaru, who walked in his last runway show. “This is about a woman that is having a personal moment, not a fashion moment,” said Lam.

Doug Lloyd of Lloyd & Co., served a creative director and Solve Sundsbo was behind the lens. “We are creating a message that will last more than one season,” he added. Lloyd described the images as bold and cinematic, with lush techno color. — A.W.

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