NEW SKIN: The John Galliano fashion house is taking the next step in its transition into a premium contemporary line with its first advertising campaign developed by creative director Bill Gaytten in collaboration with Atelier Franck Durand, who also designed the brand’s new logo, unveiled last year.

Shot in New York by Inez van Lamsweerde and Vinoodh Matadin, the black-and-white image features Christy Turlington dressed in a draped white silk georgette top and white trousers. It marks a radical break from the dramatic, often Gothic-tinged ads the brand ran under founder John Galliano.

“At a time when so much feels ephemeral, Christy is the embodiment of unaffected, everlasting style. What impresses me most in this image is how Inez and Vinoodh have captured her grace while alluding to the boldness at the heart of this brand,” Gaytten said in a statement.

The ad will break in the March issues of French Vogue, Italian Vogue, French Elle and Dazed & Confused, among others.

The changes in the house’s visual identity follow the inking of a production pact last year with Italy’s Modalis, formerly known as Studio Roscini. The brand is also working on a new store concept and packaging.

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