Miss Sixty has tapped Natalia Vodianova for its fall ad campaign, photographed by Mert Alas and Marcus Piggott, and styled by Edward Enninful. Fourteen years after her first Miss Sixty campaign, Vodianova returns to the Italian denim brand, marking a new phase for the label.

Vodianova was photographed in London at Ambleside House and the images have an edgy rock ’n’ roll vibe — courtesy of a motorbike, for example — contrasting with the greenery and the classic statues at the location.

Miss Sixty was launched in Italy in 1991 by the late Wichy Hassan and is now part of Sixty Distribution. At the end of 2012, as part of the Sixty Group, it passed under the umbrella of Asian fund Crescent HydePark.  As part of the relaunch, Miss Sixty is to be positioned in a premium-affordable luxury segment, and is focusing on building its retail network through a new concept store. This strategy began more than a year ago in Asia, where there are already 75 Miss Sixty stores modeled on the new blueprint.

In September, the Florence boutique will reopen with the new concept. Also that month, a unit will open in London’s Westfield White City and, during the fall, a new venue will be unveiled in London’s Knightsbridge area, followed by a third one in spring 2016. The group is looking for locations in Milan and Paris and plans to open franchised stores in Eastern Europe and Russia. The rest of Europe will eventually follow.

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