Carolina Herrera taps Mario Testino for global brand campagin
Carolina Herrera collaborates with internationally renowned photographer Mario Testino to create the brand’s first global advertising campaign covering all product categories from fashion and accessories to fragrances. The campaign imagery represents a single visual vocabulary for the strong codes of the brand, consistent with the creative vision established by founder, Carolina Herrera, over three decades ago.
Long time friends, Carolina Herrera and Mario Testino join together for the Fall 2015 advertising campaign to capture the essence of the House - covering the full product portfolio, including Carolina Herrera New York, women’s ready-to-wear, CH Carolina Herrera, men’s and women’s lifestyle fashion and accessories, eyewear and CH Carolina Herrera men’s and women’s fragrances. Recognized for his ability to create impactful images rich in lifestyle and heritage with his signature sophistication and gentle touch, the Peruvian-born photographer was the right partner for the first unified global campaign, solidifying the iconic style known to Carolina Herrera.
“Doing the Carolina Herrera campaign is really exciting for me in this time in my life - it’s a world I know very well,” explains Testino. “It’s a South American world coming to America bringing its culture, tradition, values and sense of family and chic. It’s how South Americans like to be dressed and present themselves, but the ethos really belongs to Carolina Herrera herself,” he adds.
The story is set in a refined townhouse, where a neoclassical interior is mixed with mid century and contemporary art and furniture - it’s an international aesthetic of effortless elegance with a modern twist, an environment reflected in Carolina Herrera’s own surroundings. The pieces selected from the Carolina Herrera New York Fall collection exude the calm elegance of the season and explore the different interpretations of water both nuanced and literal in color, pattern and shape including: a water-print silk jacquard cocktail dress, an illusion blue silk gazaar wave gown and a silk cloud jacquard gown with a deep ocean silk faille top. Featuring men’s and women’s lifestyle pieces, the CH Carolina Herrera looks reflect the same style spirit and design sensibility. The luxury daywear in modern and refined silhouettes are accented by the chic accessories of the season, including the Camelot and Gala bags.
The photographer, inspired by heritage and family, enlisted a large cast to capture an authentic “fashionable” life, embracing style, whimsy and fun. Supermodel Lily Aldridge headlines the cast set in an intimate moment, evoking the familial warmth and vibrant spirit of the Latin heritage, Testino shares with the designer. Relaxed refinement, with an international sensibility, marks the spirit of the campaign and sets the tone for the season ahead.
“I’ve known Mario for decades and I’m thrilled we finally found the right moment to collaborate. He has an inimitable eye and a shared sensibility,” explains Carolina Herrera.
The partnership with Testino reflects an exciting moment of growth for the brand following consecutive years of increased profitability - underscored by implemented initiatives that impacted results including expanded retail network, development of digital branding, broadened international distribution, strengthening domestic retail partnerships as well as infrastructure investment.