LONDON — Peter Copping, Nina Ricci’s creative director, is giving the brand’s new La Rue handbag its moment in the spotlight.

The large doctor-style tote — which comes in luxurious materials such as grained calfskin, snakeskin, and alligator — is the centerpiece in one of Nina Ricci’s fall campaign images. The bag made its debut earlier this year on Ricci’s fall runway.

The black-and-white campaign, shot in New York by Inez van Lamsweerde and Vinoodh Matadin, shows the model Kati Nescher clutching the alligator skin version of the La Rue.

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Copping told WWD he wanted to capture the femininity and “underlying strength” of the Nina Ricci muse. “I like that Nescher looks more like a woman than a girl,” he said ahead of an event in London’s Mayfair today to launch the campaign.

Copping has also tapped the illustrator Jo Ratcliffe to create pieces of art based on the campaign. The art will go on display at Nina Ricci’s stores in Paris and Dubai from October.

Ratcliffe has adorned the campaign image with watercolor designs of flowers, which look as if they’re emerging from the bag. “It definitely takes the publicity into another dimension,” said Copping of Ratcliffe’s work.

The La Rue campaign image, along with the ready-to-wear campaign, will break in the September issues of magazines including U.S. and British Vogue, British Harper’s Bazaar and Love magazine.

The La Rue bag is to launch from September at stores including Harrods in London, Barneys and Neiman Marcus in New York and at Nina Ricci’s boutiques in Paris and Dubai.

Copping added that he plans to unveil a new Nina Ricci retail concept by architect Joseph Dirand in November with a new corner at Harrods in London.

“It’s relatively minimal. Given that the clothes are relatively decorative and detailed, I thought it was important that the decor is strong but quite neutral at the same time,” said Copping.

Copping also said there are plans to open further freestanding stores, following Ralph Toledano’s appointment as president of the fashion division Puig, the 98-year-old family-owned Spanish fragrance and fashion business, parent of Ricci.

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