3.1’S REAL ROMANCE: To mark his first decade in business, Phillip Lim tapped art photographer Viviane Sassen for his spring campaign. The mandate was to create visuals that speak to Sassen’s own style. The shoot took place in Morrocco with the theme “Romancing Reality.” There was no stylist on hand, and no hair or makeup, and the model’s face is largely concealed. “I was a little nervous at first… but then I was excited,” Lim said. “It reminded me of the spirit in which we started the brand, we like to challenge conventions.

“As we approached our 10-year anniversary, we wanted to go back to one of the core ideas that has always been behind the brand,” he added. The campaign will live across multiple channels, and include behind-the-scenes videos and Lim’s view on the campaign on Instagram and Facebook, for example. In addition, there will be poster inserts and a booklet, and print placemenents in such magazines as Another, Love, Self Service, 032c and The Last Magazine.

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