I Heart Gisele
24 June 2009, 12:50PM
HAVING made a career of looking achingly glamorous and groomed, supermodel
Gisele Bundchen is many brands' campaign girl of choice - but, having chosen her for this season's
Loewe campaign, creative director
Stuart Vevers tells VOGUE.COM why he was looking for a more natural Gisele to embody the Spanish heritage brand.
"An intimate connection between the viewer and Gisele was important, with strong eye contact. We wanted it to really feel like the bags belonged to Gisele, so we kept silhouettes and poses natural, focusing on our most iconic shapes and expressing the softness, ease and high quality of the leather goods.
We wanted Gisele to look beautiful and mysterious, and for the viewer to wonder what is happening in this opulent, sparse Spanish apartment! Shot from unexpected angles with a twisted perspective, she is sometimes bold, sometimes provocative, with a taste for luxury but also for the unexpected, as carefully measured amounts of flesh peep out from a signature leather trench or huge cashmere scarf. Bold hand gestures and flourishes of the arms lend a strong twist, recalling authentic, sensual Spanish dance.
Gisele represents perfectly the Loewe woman, modern, strong, cool and sexy - balancing polish with ease. For this campaign we wanted to focus on the soul and heritage of the house, presented in a rich and modern way."
vogue.co.uk