Ralph Lauren Romance is taking another swing at the world of love with a new ad campaign, set to launch globally this spring. Following its long-held tradition of using real-life couples for Romance advertising, the company selected polo player Nacho Figueras and his photographer wife, Delfina “Delfi” Blaquier, as the new faces of the campaign. It’s something of double-duty for Figueras, who became the face of Ralph Lauren’s Polo Black fragrance in 2005; in 2009, he became the face of Lauren’s entire Polo fragrance franchise.
“We wanted to bring back the dream in Romance,” said Guillaume de Lesquen, president of Ralph Lauren Fragrances Worldwide, of the campaign, which will include both print and TV. Print advertising breaks April 15, while TV spots will begin appearing on April 22; the timing is intended to capitalize on Mother’s Day. A digital campaign is also in development and expected to go live at the end of April.
The ads were shot at Blaquier’s grandparents’ estate, La Concepción, in Buenos Aires, Argentina, where Figueras and Blaquier were married. Bruce Weber shot both the TV and ad campaigns, as he has since the scent’s launch. In certain frames of the ads, photos of the couple’s three children — Hilario, Aurora and Artemio — can be glimpsed.
The print ad marks the first time the brand has used color for Romance since its 1998 launch; past ads have all been done in black and white. The visual depicts an unposed kiss between Figueras and Blaquier, both on horseback in a field on the estate. Figueras is clad in a black suit, Blaquier in a flowing silver gown.
“It’s very emotional for me, to see that in print and on film,” said Blaquier, who noted both she and Figueras grew up riding; the two met at a polo match and spent much of their courtship on horseback, she added. “It truly was a stolen moment.”
Added Figueras, “We’ve been married 12 years and have three beautiful children — we’re honored that Mr. Lauren sees in us a real-life happy couple, symbolic of his vision of Romance.”
The sparkling floral, created by master perfumer Harry Fremont of Firmenich, was launched in 1998 and has remained in the top 20 women’s fragrance launches since then. Fremont also created a fruity floral flanker, Summer Romance, which was launched in summer 2010 as a limited-edition scent; it now is being brought back to the line permanently. It retails for $78 for 3.4 oz. eau de parfum.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)