Hilary Rhoda in an Elie Tahari ad.

WEATHER GIRL: Elie Tahari took a new approach to communicating his message for fall, which marks his four decades in business. Inspired by the season’s collection, which was called “The Perfect Storm,” he worked with photographer Steven Klein for the first time. The campaign features Hilary Rhoda against the backdrop of four dramatic climates: waves, lightning, rolling clouds and a red sky.

Though the ads will appear in print and online, the full eight images will make their debut in quite a novel — and suitable — way: on the Weather Channel. On Aug. 11, during the network’s “AMHQ” morning show, Sam Champion will be reporting live from the roof of Tahari’s design center on New York’s Fifth Avenue with a fashion show of a selection of fall looks, “come rain or shine,” according to the fashion house. The designer plans to simultaneously release the photos on his Web site, elietahari.com, as well as through several social media channels via the hashtag #theperfectstorm.

This story first appeared in the July 21, 2014 issue of WWD.  Subscribe Today.

“It’s truly the perfect storm and having the opportunity to work with Steven Klein for our [fall] campaign is one of the highlights in my career,” Tahari said.

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