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GRAPHIC DESIGN: To showcase its first collection under new artistic director Geraldo da Conceição, Sonia Rykiel is paying homage to French midcentury advertising posters with a graphic fall campaign conceived by designers M/M (Paris) and photographed by Mert Alas and Marcus Piggott. The images feature rangy British model Sam Rollinson posing alongside cutout shapes including lips, a hand and a keyhole against a gray, burnt orange or burgundy red backdrop.

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The designs were inspired by the work of French graphic artists such as Bernard Villemot, known for his advertising campaigns for Orangina and Perrier, and Raymond Savignac, who produced memorable images for Yoplait and Bic, among others, Sonia Rykiel said.

This story first appeared in the July 31, 2013 issue of WWD. Subscribe Today.

The shoot was styled by Marie Chaix, with hair by Anthony Turner and makeup by Yadim.

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