It’s no surprise that this season, luxury fashion brand Lanvin is wowing the crowds once again, taking a less orthodox approach than his contemporaries to advertising and marketing. Elbaz has challenged the all too familiar fashion aesthetic of very slim young girls, and chiseled young men and instead will grace the pages of glossy fashion magazines worldwide with something quite at odds with the aforementioned imagery; diverse individuals.
Elbaz celebrates uniqueness and the beauty of age in a number of images featuring the Lanvin ready-to-wear collection and accessories. Amongst those in the shoot are Sudanese DJ Mari Malek and 82 year old ex-dancer Jacqueline Murdock, adopting a stance that you can see originates from her years of dance, proving small idiosyncrasies of the individuals are very much present in the shoot.
Alber Elbaz is no newcomer to the world of fashion. The genius behind the house of Lanvin, one of the most revered global fashion houses, has worked at Guy Laroche and YSL to date, but once joining luxury brand Lanvin, he’s never looked back. Scooping up CFDA’s International Designer award in 2005 as well as the Legion of Honor award in Paris in 2007, these highest of accolades prove Elbaz is one of the greatest players in the field.
In an interview with WWD, the designer explained that he:
“…was interested to bring these clothes back to the street somehow, and see how they look on different ages, different sizes.”
When advertising, Lanvin isn’t a brand that struggle to get noticed, successfully capturing the imagination of shoppers and industry insiders alike, a rarity in the world of fashion and a testament to Elbaz that humor and spark can exist, so often void within the world of fashion particularly amongst up-market brands. Autumn/Winter 2011 saw one of the best fashion campaign videos yet. Played to the beat of Pitbull’s ‘I Know You Want Me’ models Raquel Zimmerman and Karen Elsen move and groove whilst showing off the beauty that is Lanvin, with Elbaz himself making a star appearance at the end. The video, it’s safe to say went viral faster that you can say ‘Jimmy Who?’ and has racked up over 700,000 views to date.
Lanvin’s collaboration with H&M in 2010 allowed those coveting the collections access to the brand at a fraction of the price, whilst simultaneously commercializing the label. The jaw-dropping gowns are also a favourite amongst the celebrity crowd, (Natalie Portman, Anne Hathaway, Rachel McAdams, the list goes on…) who choose the designer to secure their name at the top of the best-dressed list.
Speaking of the eclectic mix of models in the shoot Elbaz said that “It felt like a crazy family, and I like that.” And a crazy family it seems to be at Lanvin, with Elbaz, who likes to cause a stir, and more often than not, a smile, in his campaigns, the ultimate father figure to an industry that needs a spark of individuality.
Post by Grace Quinn
Editor Charlotte Gush
|Grace Quinn is in her second year at Nottingham Trent University and is a budding fashion journalist.
She writes for a life and style publication in the South and is a regular contributor to her university’s online magazine.
Find Grace on Twitter @gracequinn2010