Slated to debut in September magazines, the multidimensional media platform features Lily Aldridge and includes a family-portrait-type photo of two couples smiling warmly at a wide-eyed baby reaching for a CH Carolina Herrera handbag. The importance of family is engrained in Herrera’s personal and professional life — two of her daughters even work for the company.
The ads were shot in a neoclassical town house adorned with midcentury and contemporary art. To try to relay the calm elegance of the Carolina Herrera New York collection, the campaign spotlights such styles as a water-print silk jacquard cocktail dress and an illusion blue silk gazaar wave gown.
The Peruvian-born Testino said he not only relates to the Venezuelan-born Herrera, but the campaign is a world he knows well. “It’s a South American world coming to America bringing its culture, tradition, values and sense of family and chic. It’s how South Americans like to be dressed and present themselves, but the ethos really belongs to Carolina Herrera herself,” he said.
Herrera equally praised Testino, saying, “He has an inimitable eye and a shared sensibility.”
In a first for the company, the campaign showcases a mix of apparel, accessories, eyewear and fragrances for women and men under both the Carolina Herrera New York and CH Carolina Herrera labels; the two lines previously were advertised separately. With products sold in 105 countries via 15,000 points of distribution, the company also has three Carolina Herrera New York stores and 125-plus CH Carolina Herrera boutiques.
Behind the scenes video, including interviews with the photographer and images will be revealed through various social media platforms including Herrera’s one million-plus Facebook and 565,000 Instagram followers.