Riccardo Tisci is known, among other talents, for having one of the keenest eyes in casting. So when he puts an unexpected face in his ad campaigns for Givenchy, the world takes notice. Expect tremors on this one. Presenting the new star of the label’s Mert & Marcus-shot campaigns: neo-soul singer Erykah Badu.
“Erykah, she’s an icon—come on!” Tisci said by phone from Paris. “What I want to do with my advertising campaign is spread the love. Already now it’s been three seasons that I’ve been using people that express something—they are great artists, or beautiful women, or stylish women, or models that I really believe in. It’s kind of a family portfolio.”
La Perla is launching a new advertising campaign featuring models Malgosia Bela, Liu Wen and Cara Delevingne in pieces from its spring-summer 2014 collection, as part of a strategy to revamp the Italian lingerie brand.
The company now wants to “reset” its image as a luxury brand, said Jean Emmanuel Bourguet, vice president of global commercial operations, outlining a three-part strategy that includes the ad campaign, redesigned stores and a renewed focus on design with bespoke services and upgraded customer service.
The advertisement is designed to convey “multiple styles of femininity.” Bela’s “charismatic, knowing, adult femininity” showcases La Perla’s signature Heritage corset, while Wen represents “zen” elegance in a sheer body suit with strategically placed lace. Delevingne, shown in the black Sparkling Jasmine lingerie set, represents “youthful and rebellious magnetism.”
Shot by Mert Alas and Marcus Piggott and directed by Fabien Baron, the campaign will be featured in the January issues of top magazines worldwide, Bourguet said.