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Lydia Hearst is the body of Myla lingerie’s fall-winter ad campaign, which was inspired by Forties Hollywood glamour.
This story first appeared in the August 11, 2008 issue of WWD. Subscribe Today.
Hearst, the daughter of publishing heiress Patricia Hearst, has modeled since 2004 in campaigns including Prada, Louis Vuitton and Bottega Veneta, and most recently was named Supermodel of the Year at the Fashion Oscars.
The Myla campaign, photographed by Ben Hassett, features eight visuals of Hearst in silk and satin undergarments in rich jewel tones offset by black leavers lace and pale retro frilly confections. A preview launch of the visuals was unveiled last week at Myla’s London flagship and Manhattan boutique with point-of-sale materials and window displays. A brochure will be mailed out in September, and a print campaign is to kick off in December.
Franceska Luther, Myla’s creative director, described the campaign as gleaning inspiration from the “dark, seductive Hollywood glamour of the Forties.”
“For autumn-winter, I turned up the volume with strong, luscious color and styling inspired by a dramatic Forties mood, drawing on film noir screen sirens and classic Hollywood glamour,” Luther said. “The collection features iconic new bra shapes to coordinate with retro hipster knickers and deep suspenders in silk satins, crepes and extravagant lace with a abundance of sheer frills and opulent details.”
She added that the use of vintage mirrors and shadows lends an artistic edge like a painting by Tamara de Lempica.
“It highlights the luminous skin quality and the contrasts of dark and light that is our brand identity,” Luther said.