Season: Spring 2012
Models: Saskia de Brauw, Joan Smalls
Photographer: Karl Lagerfeld
Styling: Carine Roitfeld
Location: Hotel du Cap-Eden-Roc in Antibes, France
Karl Lagerfeld was inspired by his last resort collection that was presented at the Hotel du Cap-Eden_Roc in Antibes, so he decided to go back there to shoot the Spring 2012 ad campaign for Chanel. Saskia de Brauw and Joan Smalls are the models featured in the campaign instead of the already trademark Chanel Freja Beha Erichsen, which is an interesting move for the House. The models are very fresh and versatile and the campaign turned out really great!
The story line of the campaign has a high fashion athletic vibe, as the two models pose as gymnasts at the seaside. Karl Lagerfeld describes it as "all about athletics and the sea... it's very modern sportif and in black-and-white". Aren't the two quite the calm and serene gymnasts? Have a look at the pther photos and judge for yourselves!
What do you think about black and white for an ad campaign nowadays? I think it really suits Chanel, but I wouldn't see it working for many other fashion houses.