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Peter Copping, artistic director at Nina Ricci, has unveiled his first advertising since joining the French house in 2009 — distilling his vision via model Malgosia Bela plopped poolside on a velvet banquette in a frothy dress. “She looks contemporary, modern, sensual — all those things I see for the Ricci woman,” Copping said. Lensed by Inez van Lamsweerde and Vinoodh Matadin at the Greenwich Hotel in New York, the spring campaign is slated to break in the February issue of Vogue Paris. Copping declined to disclose budgets, describing a small, targeted media plan covering top glossies in France, Germany, the U.K., Italy, Japan and the U.S., and select niche titles. “It’s definitely an image campaign,” he said. “It’s the strongest way of getting your message across.” Given the spring collection’s dressy nature, Copping’s mind went to young jet-setters like Charlotte Casiraghi and Julia Restoin Roitfeld who are “not sitting at home in a party dress. They’re out and about and wanting to be seen.” To wit: a nightclublike setting, a zigzag of neon and her flash-startled expression. Next up is Copping’s overhaul of Ricci’s Web site, slated for March.
wwd / january 18, 2011
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