Sonia Rykiel Spring 2014 Campaign
Sonia Rykiel Spring 2014 campaign was as vibrant as were any of her pervious collection campaigns. This year the campaign was all about colors and graphic. Fashion photographer Craig McDean tried to bring back the Golden Age of 1970s advertising in Paris by creating a unique set of photographs that feature British model Karen Elson wearing a platinum blond bob and bright red lipstick. Oversized shapes like starts, lips, glazed cakes and face silhouettes provide the artistic backdrop for the shoot.
Karen Elson herself is seen wearing pastels and luxurious knitwear which create a unique workplace atmosphere. But these are not those usual dull working clothes. The collection is entertaining and playful as it features Karen clad in patterned maxi pencil skirts that fall below knees and tops going from brown, smart jacket to pale-colored blouses, and ever present golden heels. Overall, the looks have turned out to be pretty feminine, which is exactly what Mathias Augustyniak and Michael Amzalag duo (M/M) who directed the shot, was aiming for. “Geraldo da Conceiçao’s last show saw the girls sprinkled with sequins and lu rex, feathers and gold, and we wanted to run with this vision of a greedy, glitzy femininity. In the 3 new images we configure, reconfigure and deconfigure the pleasures of the carefree, rediscovered and reaffirmed”, said the duo.