Kurt Geiger Spring 2017 campaign

FAIRYTALE REIMAGINED: Kurt Geiger has released its spring campaign, featuring British model Edie Campbell.

Shot by Frame Denim’s creative director Erik Torstensson, the campaign revels in excess and all things girly, featuring Campbell draped in pink tulle and holding key items from the brand’s spring collection, such as embroidered fuchsia ankle boots and a red glitter bag in the shape of a heart.

Other highlights in the range include embroidered open-back mules, tulle and floral embellished slip-on sneakers, printed backpacks and fur-trimmed sandals.

Kurt Geiger Spring 2017 campaign

A visual from the Kurt Geiger spring 2017 campaign.  Courtesy

The high-street label’s creative director, Rebecca Farrar-Hockley, said she wanted to create a fairy-tale world with her latest collection and mark a fresh start to the year with the launch of the new campaign.

“Excess is unapologetic in the form of crystal embellishment, exaggerated bows, an abundance of pearls and vintage-inspired, hand-sewn appliqués,” Farrar-Hockley said.

Campbell added that she enjoyed the escapist nature of the campaign; “I had a lot of fun dressing up for this shoot and loved the statement pieces chosen by Rebecca. The collection is all about an element of surprise and an escape from the everyday, which seems to perfectly embody the new mood for spring.”

Kurt Geiger Spring 2017 mules

An item from the spring 2017 range available to pre-order.  Courtesy

To coincide with the campaign launch, the high-street label also introduced pre-order services on its web site for the first time, featuring six spring items. These include a mini cross-body bag, embellished sneakers and block-heeled mules, as featured in the campaign. Prices range from 69 pounds or $84 to 175 pounds or $213.

Kurt Geiger Spring 2017 sneakers

A pair of sneakers from the spring 2017 range available to pre-order.  Courtesy

The campaign will run online as of Feb. 1 and in the March issues of long-lead and short-lead print publications.