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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast