Almost evoking what the designer talked of lightness, simplicity, and clean lines at the Grande Palais during last Paris Fashion Week, the newest minimalistic Chanel Spring Summer 2013 ad campaign speaks the inspiration slightly in different way. At least we don’t see any windy gigantic solar powered turbines which were shown during the catwalk, instead, we are proposed to such peaceful atmosphere throughout the campaign featuring neutral tones and Japanese influence of the set work.
Lensed by King Karl himself, the designer truly can combine anything between soul, fashion and art. Fronting models Stella Tennant, Ondria Hardin and Yumi Lambert, the slightly-whimsical campaign takes us into a Japanese-themed tea house, which perhaps an ode to the absence of the typical Chanel elements within the collection that mostly works well to highlight the colors, textures and details of the garments.
Unlike many other oriental-themed campaigns that mostly provide colorful and mystical vibes into the setting, the new Chanel campaign serves more of a peaceful-Zen kind of feel showcasing low traditional Japanese tables and the tatami mats placed here and there in the room, while in one photo the two models are even pictured lying like Sushi girls, only not naked, but wearing Chanel clothes.
As for the models, surely the trio brought to life an amazing series of eccentric portraits. Although Hardin has been declared by some critics as too young to model the black sheer dress that shows off her underwear, there is absolutely no denying that Yumi’s citrus knit and wavy locks are sweeter than sweet, while Stella, she sure knows how to rock an elegant shift and swing-coat blazer. All in all, everything the campaign says about simple elegance, modest styles, sweetness and femininity have truly captured the signature designs of this high-end fashion house perfectly.