Chantelle, a long-established French bra brand, is launching a multimillion-dollar advertising and marketing campaign featuring Stephanie Seymour.
Created by Paris-based ad agency Storm and Swiss art director Alvaro Maggini, the black- and-white campaign was photographed by Peter Lindbergh. Emmanuelle Voisin, director of the Chantelle brand, said the concept of the campaign was to create a spirit, an attitude and an emotion that reflects the "Chantelle style."
"Our brand has always gone beyond seasonal fashion," Voisin said. "Its style and evolution is inspired by trends, but it remains true to its origins and values and the concept of timeless quality above all else."
Patrice Kretz, president of the Chantelle Group, said, "This new ad message conveys more the fact that we are specialized in making women feel beautiful rather than focusing on the bra itself. It consolidates our position while Chantelle keeps evolving the brand."
Explaining the meaning behind the campaign's tag line "Beyond Beauty," David Boy, founder of the Storm agency, said, "Beyond Beauty refers mostly to inner beauty. At age 40, it's not only the appearance, but also the character, the self-assurance and the maturity of a woman that makes her look and feel beautiful."
Alain Prost, general director of the Chantelle Group, said Seymour was selected as Chantelle's "muse" because she is a "classic beauty, elegant and sexy with a perfect body at 40 years of age."
"A top model in the Eighties, she is not afraid to reveal her true self as a mother of four and a loyal client of Chantelle for many years," Prost said. "She was the perfect match for the brand."
Prost added that the Chantelle customer core base is between the age of 30 and 35.
"By working with Stephanie Seymour, Chantelle is unique by targeting its core audience with this new approach to its campaign and the use of a well-known icon," he added.
The ads will break in the September issues of In Style, W and Harper's Bazaar.
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