The S/S 2011 campaign files: Part 1

The latest advertising campaigns from major fashion houses have started appearing on the web and February magazines, here’s what we’ve got to say about them.

Firstly – Yves Saint Laurent by Inez & Vinoodh (above). In a surprise move, the model this season is not a supermodel or veteran but a relatively new name Arizona Muse, best known for opening and closing Prada S/S 2011 and being on the cover of Vogue Italia January. The entire crew flew over to Morocco to shoot the campaign, in the gardens of Bled Roknine, a Thirties-style villa in Marrakech. The Moroccan theme comes from the fact that the late designer has bought a garden also located in Marrakech, with his partner, Pierre Bergé, in 1980.

Also shot in a garden – the Chanel campaign with Stella Tennant and Freja Beha by Karl Lagerfeld. This is Freja’s fourth consecutive starring role in a Chanel main line campaign, and again Baptiste Giabiconi is inside. But it’s refreshing to see the models smiling in the campaign.

On to Gucci – a rare season with neither Natasha Poly nor Raquel Zimmermann included – Joan Smalls, Karmen Pedaru and newcomer Hailey Clauson were chosen to be the Gucci girls, photographed by Mert & Marcus. Fifteen year-old Californian Hailey Clauson joked about her part on twitter (@Hailey_Clauson) “Gucci s/s11 campaign is out!! I was hired to be in the backround, and this has opened allot of doors for me with some special people. If my hand makes it in the campaign im happy!! The photos look amazing!!. Kinda cute, no?

Karlie Kloss nabs her third consecutive campaign for Christian Dior. (Little Kar looks so much like a 30s Hollywood screen siren… Greta Garbo?)

Louis Vuitton does opulence this season. Starring veteran model Kristen McMenamy, Raquel Zimmermann and Freja Beha, the campaign screams rich, rich, rich.

Sticking to the all-British cast rule, English Socialite, model and actress Poppy Delevingne’s little sister Cara is the face of Burberry this season, together with Jacob Young, they are photographed on a rocky shore by photographer Mario Testino.

Stay tuned to Part 2 of the S/S 11 campaign files.