Lucky Blue and Pyper America Iceberg

Iceberg tapped Lucky Blue Smith and Pyper America for its fall 2017 campaign.

Samuel Trotter, a 19-year-old photographer, shot the siblings in Los Angeles near Griffith Park, Venice Beach and the L.A. River.

“We wanted to work with Lucky and Pyper for many reasons, but mainly the fact that they are siblings,” said James Long, the creative director of Iceberg. “I really think that bond comes across in the campaign. I think they both have fantastic attitudes and personalities.”

Iceberg, which is based in Italy, took a hiatus from the U.S. market, but reentered North America last year with a Kith collaboration. The line is currently distributed in 14 boutiques in North America including Kith and Neiman Marcus. Daymon Green, Iceberg’s North American marketing director, said the current goal with distribution is quality over quantity.

“We are taking our time. Our strategy is to be in shops that are focused on the luxury street market,” said Green.

More from WWD:

Iceberg Men’s Taps James Long

Lucky Blue Smith Becomes a Dad

Lucky Blue Smith Has Parlayed Modeling Into Insta-Stardom