Tuesday, 28 January 2014

flower-patterned spring to come

Yesterday Lane Crawford - Hong Kong's department
store group - unveiled the company's floral-inspired
s/s 14 campaign - called 'Botanica' - featuring an
exclusive collaboration between five-star fashion and
visual pros. The campaign is an outburst of bright,
vibrant hues embracing the world of plants for the
approaching spring with collections full of life, 
color and energy.

Founded in 1850, Lane Crawford is an iconic luxury
department store offering a seamless shopping
experience in stores as well as online with more than
800 coveted international brands across fashion, home,
lifestyle, fine jewelry and cosmetics and it's proudly one
of the most talked about fashion and lifestyle 
destination of Greater China.

> campaign images © Laurent Segretier <
Utterly shot in studio by Hong Kong-based French photo-
grapher Laurent Segretier whose uniqueness comes from
his search that combines state-of-the-art digital photography
and videography techniques, Lane Crawford's hard-hitting
ad campaign shows Chinese supermodel Xiao Wen Ju
dressed in featherweight sheers, flourishing supersized
prints and petal-like layers (styled by Jeff Lee) with superb
elaborate headpieces created by visionary Japanese hair
designer and make up artist Katsuya Kamo with feathers,
flowers, paper and lace.

”Entwined with surreal fantasies, Botanica is an immersive,
vibrant tribute to everything that is new and teeming with
colour and life” Lane Crawford states also revealing suggestive 
behind-the-scene images that brilliantly tell the great
teamwork behind it. A forceful visual campaign that's worth
a thousand words, positioning the retail company at the level
of the much coveted brands it sells. Full marks for creativity!

> backstage images via Lane Crawford Ltd. <

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