NEW YORK — Asbury Park has never looked so good.
The New Jersey seaside town, known for, among other things, the Bruce Springsteen album “Greetings From Asbury Park,” serves as the backdrop for Carolina Herrera’s new spring advertising.
This story first appeared in the February 10, 2004 issue of WWD. Subscribe Today.
Photographer Terry Richardson shot Louise Pedersen on a dreary November day, but the raw temperature and whipping wind didn’t stop her from wearing a yellow sleeveless dress and other spring pieces. Determinedly moody without being forced, the images hint at a woman who winds up at the beach while heading home after a long night out. Richardson’s easygoing manner and his fondness for 35-mm cameras set the tone for “the very easy vibe” on the shoot, said Kimberly Flaster, director of public relations for Carolina Herrera.
“We wanted to put something out there that is still beautiful but not perfect, which is more real,” Flaster said.
Modco Creative developed the campaign, which breaks in March editions of magazines such as Harper’s Bazaar, Elle, W, Town & Country and In Style. Herrera invested more in the spring campaign than its fall ads, but the company declined to give specifics. In addition to March issues of magazines, the ads will run in April and possibly May books, as well.
The striped jacket that is featured in one of the ads has already sold out to specialty stores, Flaster said. The company saw a similar reaction to a lace dress that appeared in the fall campaign, which was one of the season’s bestsellers for the $410 million luxe brand.
Just like the fall campaign, which was shot in the designer’s red living room, the spring ads center on her chic elegance. The new campaign’s “younger feeling that’s not so stylized” should attract a wider audience beyond the designer’s tried-and-true shoppers, said Patricia Herrera Lansing, the former Vanity Fair associate fashion editor who joined her mother’s company last year. “It doesn’t alienate the people who know Carolina Herrera, but it could appeal to someone else, too.”
Even the Jersey shore grew on Lansing.
“I like the idea that it’s outside and you can’t tell where it is,” she said of the ads. “It’s moody. Terry Richardson really conveys today’s environment.”
— Rosemary Feitelberg