Stella McCartney Care Spring 2007 : Bette Franke by Inez & Vindooh

[kimair]

from wwd...

Stella McCartney is branching into treatment this spring, with a line called Care, and she's doing it organically — naturally.

The move by McCartney, who grew up on an organic farm and is a longtime campaigner for animal rights, is billed to be the first time a luxury fashion label has taken the organic route with skin care.

"This launch is a big deal for this industry," maintained McCartney, who, with her beauty license holder, YSL Beauté, is gearing up to introduce the eight-unit treatment line starting in spring 2007.

In the U.S., Care will be launched in 25 Sephora doors, plus on sephora.com. Maggie Ciafardini, ceo and managing director of YSL Beauté in the U.S., indicated that the goal is brand building, not volume generation. She noted that Sephora is being given a year's exclusive, in part because it is the strongest McCartney account with the fragrance brand ranking in the top five and strong consumer identification.

And while Care advertising may feature a countryside location and a heartwarming critter, it was also conceived to have a fashion feel, albeit without any clothes. Shot by Inez Van Lamsweerde and Vinoodh Matadin with art direction by M/M, single- and double-page ads feature model Bette naked and holding a lamb against the backdrop of a field.

 

[|PerfectTonight|]

Beautiful! Thankfully it's not Kate Boring.

 

[Faith Akiyama]

Oh Bette

 

[TheGlassAngel]

that

 

[Pencey]

i think this ad is beautiful though bette looks a pit pained it's a pretty setting

 

[purplish06]

I love THAT

 

[TheGlassAngel]

I'm not the only one wanting to see a HQ, right?

 

[GivenchyPrincess]

Aww what a cute little lamb!

And Bette looks lovely too...

 

[Trista]

Love the ad!

 

[kissmesweet]

I love Bette, but I don't like Stella McCartney.

 

[nextnewface]

I'm loving this! The ad is just
​

 

[lakomka]

Sweet!!! I love this ad

 

[kanita]

Bette is lovely, but this is one of the most disturbing ads I have ever seen. I think it is horrible, I hope I won't see this all over.

 

[kanita]

^And I don't mean anything risque with that.

 

[ingvildel]

The photo looks so cute, but I would like to see it bigger because I'm not sure if I like the placing of the products and text

 

[iluvjeisa]

^And I don't mean anything risque with that.

I'd wish you'd never said that, reminds me of that old Woody Allen movie (all you ever wanted to know about sex...)

 

[Saracita]

I love Bette, but her expression's a little strange here. And it sort of looks like a Swedish Shampoo ad from the 70's.

 

[*Sunrise_Serena*]

Nice One. Something different. Kind of like it yeah.

 

[lusia]

i love this ad... it looks really natural and the animal is cute!!! its an intresting combination

 

[pandinha]

i loooooooooove it!