NEW YORK — For her ad campaign and first magalogue, Sigrid Olsen used Harbour Island in the Bahamas as a backdrop.
The better sportswear designer turned to India Hicks, a local who embodies her brand’s take on artistry, motherhood and work, to model in the ads. Olsen, who vacationed on Block Island and Martha’s Vineyard as a child, said her rich-colored spring collection looks as though it was made with Harbour Island in mind.
“My intention and inspiration for the season was more lifestyle-oriented,” Olsen said in an interview. “The images of India reflect the life we all wish we had — or the one my customers wished they had: being with family, being on the beach, feeling good and feeling healthy” and, of course, being in surroundings replete with Sigrid Olsen clothing and accessories.
The seaside shots are in Sigrid Olsen ads featured in the April issues of O and Town & Country. The images will also be used for in-store displays and in a magalogue that ships to 100,000 customers on March 17. The latter plugs Hicks’ book, “Island Life,” but she and Olsen will not be collaborating for any book signings or in-store appearances.
“India was very open to allowing me into her life,” Olsen said. “I wanted something really authentic instead of hiring a model and shooting on a beach. We were able to follow along with her in the rhythm of her daily life.”
Hicks’ friend Leticia Herrera is also featured in the images, shot by Hugh Stewart. The latter is no relation to Carolina Herrera but she, like Hicks, models.
Sigrid Olsen shoppers can try to get a step closer to the shoot’s location by signing up for a sweepstakes to win a five-night stay at the Pink Sands Hotel in the Bahamas, which is promoted in the magalogue.
And like any good synergized magaloguer, Olsen scripted a note to her readers, complete with a photo of her name spelled in the Bahaman pink sand.