THE ILLUSTRATED WOMAN: London lingerie label Myla is taking a storybook approach to its spring campaign.
The label has tapped Madrid-based artist Ernesto Artillo to embellish photographer Emma Tempest’s images of Myla’s delicate spring designs, with Artillo creating a collage made up of photographs of roses and irises and painterly pastel brush strokes to illuminate the images.
“The whole process … from inspiration to design to crafting the pieces and bringing them to life on the body is complemented by Artillo’s creative and unexpected illustrations and brushstrokes,” the label said.
The campaign is digitally focused, with Myla set to release the images and animated GIFs of the campaign to its customers via social media channels from early February. There will also be a number of print spots in titles including Harrods Magazine.
In addition, the label has produced a short film for its Web site that charts the making of the spring collection, giving customers a glimpse at the mood boards for the line — Myla has taken its cues from an English garden for spring – the design process and a behind-the scenes-look at the spring photo shoot.