Fashion campaigns feature lots of relaxation this fall – models lie back on couches in some, beds in others. There’s abstract furniture-free reclining, and D&G gives us a couch, though the models aren’t full on basking in its comfort.
This trend seems practical. Lounging is a good activity for wearing fancy clothes.
Most of the interiors are decorated with lavish antiques, perhaps to indicate clear value with their comfortable, unchallenging type of luxury. Givenchy’s Riccardo Tischi said that he chose this direction for the setting because, “I wanted to give this feeling of going from a studio to reality. It’s important to give reality to women.”
A majority of the models are posed with the head on the right of the image. I assume it’s because these are horizontal two page spreads, and readers spend more time staring at right pages as they flip magazines.
You know it’s a fashion moment if it’s simultaneously embraced by a cutting edge house like Givenchy, womanly idiosyncratic labels Lanvin and Prada, and sexy mainstays Gucci and Jimmy Choo. Youthful zeitgeist is reliably reflected in ads for Marc Jacobs’ main line as well as Marc, and it gets a nod from le Carles via Hipster Runoff’s apparel debut, I am Carles.
Givenchy: Adriana Lima shot by Mert Alas & Marcus Piggott
Mango: Scarlett Johansson shot by Mario Sorrenti
Lanvin: Kristen McMenamy shot by Steven Meisel
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