“We wanted to expand upon the concept that we created for spring/summer 17, which was to showcase natural moments of joy shared between a stylish group of ‘fashionable best friends,’ by using the unique vantage point of a third friend,” said Andres Sosa, executive vice president, sales, marketing and creative. “This allowed us to create a feeling of intimacy between both the friends and the audience. This was the second time that we conceived, directed and produced everything in-house, which was a key moment for us, giving us full creative control.”
Sosa said feedback from the company’s customer insights panel — made up of over 10,000 women globally — preferred influencers and models who are “not only relevant to them but also relatable.”
“We felt Amber truly emulated this for our customer,” said Sosa. “She exudes a great presence and is a real fashion icon that our customer has an affinity with. Plus, her existing friendship with Missy Rayder meant that a genuine relationship was already in place to enhance the theme. They were a great choice, and made for a very atmospheric and authentic shoot.”
The campaign was shot by Riccardo Vimercati in London. Following on from the company’s spring campaign which focused on moments with friends, the campaign features Valletta and Rayder donning looks which span from minimalist dresses to colorful graphic styles by designers including Acne Studios, Ellery, Jimmy Choo, Marni, Peter Pilotto, Preen by Thornton Bregazzi, Saint Laurent, Stella McCartney and Victoria Beckham.
The ad campaign launches on Aug. 1, and will run on the company’s web site and social media channels.