Karen Elson is the new face of Nic + Zoe’s fall ad campaign. She was selected to represent the multifaceted working mother and philanthropist. The campaign was photographed by Miguel Reveriego at Pier 59 Studios.
The campaign was conceived by Air Paris and includes a hero video, “Woman on the Move,” featuring Elson in constant motion, with different looks, set against a moving backdrop of German artist and aerial archaeologist Klaus Leidorf’s aerial winter landscapes. It also has a behind-the-scenes interview with Elson. Leidorf shot images from aboard a Cessna 172 Skyhawk. Each final image mirrors the brand’s plus symbol by depicting intersections, train tracks and cross-sections, which mimic patterns in the collection.
Klitos Teklos, creative director of Air Paris, said, “The concept centers on the many meanings of the plus sign at the center of the Nic + Zoe logo: connections, intersections, zooming in, adding, positive charge and positive energy, as well as the cross-weaving intrinsic to the signature knitwear.”
The ads, which break in August, will appear in the September issues of Harper’s Bazaar; O, the Oprah Magazine, and Marie Claire. Additional placements will follow in November and December. The company declined to reveal the fall ad budget.
Nic + Zoe, the Boston-based sportswear firm that specializes in knitwear design, was founded by Dorian Lightbown, chief creative officer, who named the firm after her two children — Nicholas and Zoe. The firm sells at such stores as Nordstrom, Bloomingdale’s, Lord & Taylor, Hudson’s Bay and Neiman Marcus Direct. It is also available at nicandzoe.com. The first flagship location opened last September at The Shops at Chestnut Hill, located in Boston.