Three models – the magic number to represent some of the many facets of a woman’s world. This is the guiding concept of the new La Perla ad campaign for the Spring 2014 season. A project with the unmistakeable stamp of a leading name in international artistic direction, Fabien Baron, who, with photographers Mert Alas and Marcus Piggot, was chosen to represent this decisive change in La Perla’s strategy and communications.
The message the company wants to convey with these diverse images, backgrounds and personalities is that there are multiple styles of femininity – a woman’s personality can speak for itself. The campaign shot by Mert and Marcus is broken down into a series of intense images, where the La Perla creations intertwine with the models’ own style. Thanks to the creative vision and artistic abilities of the two photographers, the most representative pieces from the lingerie and beachwear collections are interpreted – not merely worn – by the three supers Malgosia Bela, Liu Wen and Cara Delevingne.
The charismatic, knowing, adult femininity of Malgosia Bela, the perfect “zen” elegance of Liu Wen, the first Chinese model to ascend to the ranks of the most in-demand international supermodels, and the youthful and rebellious magnetism of Cara Delevingne: the La Perla creations become tools these women use to express their relationship with their body, with seduction, with beauty.
In harmony with its new relaunch strategy, La Perla is offering a range of garments which reach new heights of exclusivity thanks to the detail and skill of the decorations, which are expressions of the “Made in Italy” excellence. Bustiers imbued with that body “know-how” that has always distinguished the La Perla style, precious jewel-like bras to be worn as outerwear, and one-pieces and bikinis which exude the same delicate sensuality as the lingerie.
The shoot was held in London, under the watchful eye of stylist Ludivine Poiblanc.