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SANTA CLAUS IS COMING TO TOWN: Printemps has reunited with the “dream team” behind its last Christmas campaign to create the advertising images for its yuletide partnership with Prada.
Shot by Mario Testino, they feature model Eva Herzigova in a custom-designed red leather Prada coat with embroidered sleeves, surrounded by men in Santa Claus costumes. The ad campaign, in both one-page and two-page formats, is the work of creative director Stephen Gan and was styled by Carine Roitfeld.
This story first appeared in the October 30, 2013 issue of WWD. Subscribe Today.
“We were really hooked on the idea of creating an obsession with Christmas and going back to the roots of the symbols and the celebration of Christmas — and exaggerating every element of Christmas,” said Printemps chairman and chief executive officer Paolo de Cesare.
“Working with Prada and working with Stephen’s team also, we came up with the idea of an obsession also with Father Christmas, so we have many of them,” he added.
The ad campaign will be unveiled on Nov. 4 on the facade of the retailer’s Boulevard Haussmann flagship. It will be rolled out to outdoor advertising in Paris and every French city with a Printemps department store beginning Nov. 25, with print ads to follow in early December.
A separate holiday image, incorporating the store’s cupolas and Prada codes like checkered patterns, will be used in-store and on shopping bags.