Karl Lagerfeld blew off tradition for new Chanel campaign
Karl Lagerfeld wanted to be "spontaneous" with his new Chanel advertisement.
The designer has been at the prestigious label since 1983 and has helped the brand become even more successful since fashionista Coco Chanel founded it in 1909.
For his Fall 16 campaign, Karl went in a new direction and created collage-style photos, starring models Mariacarla Boscono and Sarah Brannon appearing as silhouettes against bright backgrounds.
“I was tired of a girl holding a bag," Karl told WWD.
“I wanted to have another approach for the ad, and for Chanel’s image. I wanted to make collages. I love collages and I thought the collection was really suitable for collages. I wanted to do something else that we have never done before. It is not an artistic research. It is an inspiration without roots - spontaneous. And making collages with a computer was impossible before.”
The two women often appear multiple times, giving them a cartoon-like feel, while fun prints such as pearls and emoticons fill the background. With so much going on in each shot, it's hard to notice the Boy Chanel bag in one of the photos, subtly draped over one of the girl's shoulders.
Fashionista Carine Roitfeld styled the photoshoot, picking out pieces like high-waisted velvet trousers, a tweed skirt and plenty of structured hats. Cosmetics expert Tom Pecheux did make-up, with exaggerated eyelashes painted onto one of the model's eyelids, while Sam McKnight was in control of hair.
Karl recently showed Chanel's Haute Couture range in Paris, which paid homage to all the couturiers who work at the fashion house's atelier. Like other Chanel shows it was an exciting and elaborate backdrop, set up to feel like a Parisian atelier. Models emerged onto the runway straight from "fittings", dazzling in pieces like grey suits and a light pink pea coat.