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MARIO’S LUCKY BREAK: Tuesday’s Lucky Brand photo shoot in New York was a reunion of sorts for lensman Mario Sorrenti and creative director Matt Berman. The duo first teamed up in 1997 at George magazine, where Berman was John F. Kennedy Jr.’s wing man as creative director. Together they crafted such unexpected covers as a naked Eve-inspired Kate Moss in the Garden of Eden and Drew Barrymore channeling a very happy-birthday-Mr.-President Marilyn Monroe. “We were looking for new talent. We didn’t have any interest in the people Vanity Fair and Vogue were using. John was young, I was young and so was everyone we worked with. We were looking at people who were new and interesting and didn’t look like everyone else.”
This time around, Sorrenti shot Missy Rayder and David Gandy in an indoor Americana-inspired setting to play up Lucky Brand’s Made in America fall theme. Berman said the true-blue premise made him immediately think of Sorrenti for the campaign, “Mario had done all these iconic covers for an American magazine led by an American icon. He knows how to take something classic and make it modern.”
This story first appeared in the April 11, 2013 issue of WWD. Subscribe Today.