First Look: Jamie Bochert for Lanvin Women Spring 2010; Inez van Lamsweerde and Vinoodh Matadin for Lanvin Men

First Look: Jamie Bochert for Lanvin Women Spring 2010; Inez van Lamsweerde and Vinoodh Matadin for Lanvin Men

>> With a track record of Lanvin ad campaigns that are never like those of any other house, Alber Elbaz wasn't going to ruin his reputation for Spring 2010.  Instead of the prostrate model shots that have become so prevalent, Elbaz asked for "a bit of action."  Hence, Jamie Bochert, photographed by Steven Meisel running through the hall of a studio in New York. “She moved so fast, even the chandelier was moving with her,” Elbaz noted. Perhaps he was inspired by Bochert's recent 12-block chase after a thief? She was successful in reclaiming her bag: “That’s the kind of girl I like." Interestingly enough, you wouldn't know it was Jamie from this first image — her face seems to have escaped the lens.

Lanvin also went with a new concept for the men's side of things.  Instead of just employing married couple Inez van Lamsweerde and Vinoodh Matadin to do the photography honors, they star as well.  “He’s not our model,” Elbaz said of Matadin. “We just photographed him in our clothes, and it becomes very believable. Also, to see him through the eyes of his wife and to see the love story between them — it’s a very emotional campaign.” Of the red airbrushing on Inez? “It took two hours to paint."

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