I couldn’t wait till the first image of Chanel Spring/ Summer 2012 ad campaign released. It was reported Freja Beha Erichsen, who used to be Karl Kagerfeld’s muse for five years in succession, would no longer star in it. That was good for me. I don’t like Freja’s androgynous look. Saskia de Brauw and especially Joan Smalls, who are the new faces of the brand, are much more feminine and attractive.
Describing Chanel Spring/ Summer 2012 ad campaign back in October Karl Lagerfeld said it would be “all about athletics and the sea… It’s very modern sportif and in black-and-white.” And now from two photos already leaked online we see what he meant. The campaign looks great. I like the change from chic to simplicity though I don’t really think such images can reflect Chanel’s luxurious Indian-inspired collection.
Photographed at the Hôtel du Cap-Eden-Roc in Antibes, France the campaign looks rather understated with Saskia de Brauw and Joan Smalls on parallel bars. They look wonderful though, considering the fact it must have been really tense holding their own weight on hands only. Another photo features Saskia sailing by on a rope swing.
Styling: Carine Roitfeld
By the way, see Chanel video promo (it’s quite different from the printed campaign!):
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The video and the adv campaign aren’t connected :/
The video is about the paris-bombay collection while the adv campaign rapresent the ss 2012 collection.
This is the most boring Chanel ads in years, I can’t even…Freja would’ve made it more exciting.