Carolina Herrera, Jersey Girl
The designer shoots spring ads in the Garden State with Terry Richardson.
NEW YORK: Tuesday, January 04, 2005
Carolina Herrera: a Stepford Wife?
Perhaps not, but that didn’t stop the designer from returning to the Garden State — this time to the idyllic suburb of West Orange, NJ — in creating the backdrop for her new spring advertising campaign.
In the campaign, styled by Kate Young and photographed by Terry Richardson using his signature 35mm flash camera—paparazzi style—IMG model Anouck Lepere wears an aqua silk twill “Swimming Ladies” printed halter gown. She is posed in a slightly reclining position on the floor of the old estate’s opulent bathing house that served as the resident’s summer home. That same $2,990 gown, coincidentally enough, is currently featured on Jennifer Lopez on the cover of January Vogue. Accessories are kept to a minimum, with Lepere wearing a pair of red Manolo Blahnik for Carolina Herrera open-toed stilettos.
The inspiration for the campaign came from the textiles and interiors designs from the 1940s, which also inspired the 2005 spring collection. “The whimsical printed ‘Swimming Ladies’ were from the same period in which we tied in the colorful tiles of the bathhouse to reflect that time,” said Ward Simmons, director of communications for Carolina Herrera.
“It was all about chic elegance,” Simmons noted. “And leg—lots of it.” Mrs. Herrera did not show a single pair of pants in her spring collection, a decision that was very much a personal one. “Mrs. Herrera feels very strongly about the showing of a woman’s legs,” Simmons said. Sara Rotman, the founder of MODCo Creative, the agency that worked with Herrera to produce the campaign, said that the shoot itself, which took place in October, was “easy, sexy, and very Terry Richardson.”
“We wanted to capture the feeling of Victorian elegance, of subtle elegance, to recall a more gentile era,” Rotman said. “It was important that we capture that emotional connection to the wearer.”
The ad will debut in March issues of Vogue, Harper’s Bazaar, W, and Elle, as well as City magazine and glossy European art magazine, Modern Painters. There are currently no plans to place the ad in any books beyond March.
Rotman noted that the environment of the bathhouse itself was visually complicated, thus forcing Richardson to capture less of the background and focus more on Lepere. As a result, “the model visibly connects with the audience in this picture,” Rotman said. “The image is one that the consumer can relate to; but you still get a lot of attitude from her. She’s not afraid to sit on the floor, and as a result, it creates this amazing combination of high and low.”