FLY ME TO THE MOON: French department store chain Printemps has elected one of the landmark gilded cupolas of its Paris flagship as the backdrop for its Christmas advertising campaign, which marks its partnership with Burberry for the holiday season.
This story first appeared in the October 22, 2014 issue of WWD. Subscribe Today.
Against a starry night sky, Karlie Kloss, wearing a tiered Burberry evening gown with a black trenchcoat, is seen climbing the rooftop structure while holding a gold umbrella, as male model Simon Nessman proffers a gift.
“This campaign represents the quintessence of the magic of Christmas,” said Printemps chairman and chief executive officer Paolo de Cesare. “Characterized by generosity and sharing, it transports us into an enchanted world with elegance and mischief, signatures of the Printemps personality.”
For the third year running, the campaign was conceived by creative director Stephen Gan, shot by Mario Testino and styled by Carine Roitfeld. Hair is by Marc Lopez and Audrey Petit-Grard, and makeup by Stéphane Marais.
The ad campaign will be unveiled on Nov. 3 on the facade of the Boulevard Haussmann flagship, marking the debut of the retailer’s holiday collaboration, called “The Magical Christmas Journey by Burberry.” Print ads will appear from Nov. 14 and be rolled out to outdoor advertising across France beginning Nov. 24.
Burberry is the first British luxury label to partner with Printemps on its festive celebrations, following collaborations with Prada and Dior. In a first, the Burberry concept will appear not only at the Boulevard Haussmann store, but also at the Printemps Louvre and across its regional stores in France.