Givenchy Fall 2009 Ads Debut Featuring Newly Pregnant Adriana Lima

Adriana Lima by Mert & Marcus

>> Louis Vuitton switched their advertising image up last season, replacing Mert Alas and Marcus Piggott with Steven Meisel after a six year partnership.  This season it looks like Givenchy is up for rebranding — they've adopted Mert and Marcus after collaborating with Inez van Lamsweerde and Vinoodh Matadin for nine straight seasons, and ditched the black-and-white, edgy look of recent seasons for a little color and a touch of French classicism.  “It’s a new step,” Riccardo Tisci said. “I wanted to give this feeling of going from a studio to reality. It’s important to give reality to women.”

Tisci's muse Mariacarla Boscono is the only model carrying over — joining her are Ranya Mordanova; Leonor Scherrer, daughter of retired couturier Jean-Louis Scherrer, who Tisci says he's "completely in love with . . . she represents France in all senses: the elegance, the aristocracy, the darkness of France"; Iris Strubegger, who doubles in the season's accessories campaign, shot by Mark Pillai; and Adriana Lima, who just announced her pregnancy today, making her return to high fashion.