Laurèl is ‘Ready for the Future’. The fashion house is turning a new chapter in its brand history with the Summer 2010 campaign. ‘Power Glam’ is the look of the minute and was captured in an editorial style shoot, in keeping with the collection’s modern and zeitgeist touch.
The shoot took place at a location, which stands for futurist interpretations - Aire de Bardenas in Spain – in the midst of the Navarra desert. A location, which The Times declared: ‘The future begins in Aire de Bardenas’.
The steel cubes and cratered moon landscape of Aire de Bardenas offer both an interesting juxtaposition of architecture and nature, as well as an exciting and contrasting platform for the staging of Laurèl’s feminine-urban looks.
The team assisting Art Director RETO BRUNNER and photographer KORAY BIRAND made it their goal to redefine and capture the character and personality of the Laurèl Collection. Power instead of romance, modernity, dynamic, chic are just a few of the headlines, which relate to the label’s new look.
The new campaign thrives on wanted contradictions; the stylised and authentic break with the classic brand image. The choice of model also reflects this. Cristina Tosio is a face amongst the successful new league of top models. Not a classic Laurèl face, but an energetic personality, which provides the look with a finishing touch.
Are you ready for the new Laurèl?