fashion-memopad
fashion-memopad

Memo Pad: Elbaz Cues Action... Hearst's Reach Grows...

Lanvin’s spring-summer advertising features model Jamie Bochert in one heck of hurry.

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Lanvin ad image

Photo By Inez Van Lamsweerde & Vinoodh Matadin

IN MOTION: Fashion ad campaigns have recently been loaded with prostrate models. “I thought maybe we need a bit of action,” said Lanvin’s artistic director, Alber Elbaz. Cue the French house’s women’s spring-summer advertising, shot by Steven Meisel and featuring Jamie Bochert in one heck of hurry, rushing down a corridor in a New York studio. “She moved so fast, even the chandelier was moving with her,” Elbaz said. Bochert was fully qualified for the fast-forward campaign, as Elbaz related that the model recently pursued a purse snatcher for 12 blocks in Brooklyn — and reclaimed her bag from the thief. “That’s the kind of girl I like,” Elbaz said.

The designer also changed gears for the Lanvin men’s campaign, enlisting photographers Inez van Lamsweerde and Vinoodh Matadin, who are a married couple, to appear on the other side of the lens, as well. “He’s not our model,” Elbaz stressed about Matadin. “We just photographed him in our clothes, and it becomes very believable. Also, to see him through the eyes of his wife and to see the love story between them — it’s a very emotional campaign.” Van Lamsweerde left all fashion statements to her husband and appears nude, her body airbrushed in red. “It took two hours to paint,” Elbaz noted. The campaigns break in February fashion magazines.

— Miles Socha

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