A CH Carolina Herrera  fall ad.

HERRERA’S FALL PLANS: Carolina Herrera will play up her fall campaign on digital platforms.

For the first time, the Carolina Herrera New York campaign will be launched on digital platforms. First up is Instagram, with various photographs from the Mario Testino shoot. Other social media channels will follow to be in synch with the designer’s fall deliveries.

For his third global campaign for Carolina Herrera, Testino tried to channel the designer herself. Imagining a night out in New York with Herrera — “the wittiest person” he knows — Testino aimed to capture the spirit of her personality in every shot.

Karlie Kloss and Lily Aldridge appear in one of the Carolina Herrera New York fall ads arm-in-arm. (Aldridge reportedly introduced Kloss to another friend — Taylor Swift.) Kloss and Aldridge bring their own social media might with 5.3 million and 4.2 million Instagram followers.

The mobile-friendly approach also works with Herrera’s plan to launch the CH Carolina Herrera e-commerce site in October. To that end, the CH Carolina Herrera campaign will debut on digital and print platforms. The company also seems to be in synch with the viral cat craze, having strategically placed two white kittens in a red Duke bag photographed in one of the CH Carolina Herrera ads. The occasional feline in designer advertising isn’t such a stretch given the interest in cat yoga and the more global trend of cat cafés.

In the CH Carolina Herrera ad with the kittens, the Duke bag will indubitably be the focal point. Made from Greco leather and Spanish steer hide, the handcrafted bag can be personalized other ways, too. Shoppers have the option to choose different color combinations, change the strap and add charms.