Shot by Mert Alas and Marcus Piggot, the campaign will debut worldwide on March 15, 2021 and will feature Creative Director Bruno Sialelli’s Spring/Summer 2021 collection for LANVIN. Titled Yu Garden, the collection was shown in the eponymous place in Shanghai on October 17, 2020. It explored the exchange between the old and the new, heritage and the contemporary, and a reexamination of the legacy of the Maison, its design archives and LANVIN’s ideological meaning. A meaning that is a reflection of the times alongside a respect for history – using the past to invent a future.
Inspired by 1950’s portraits of New York City’s society women, then referred to as “swans”, this campaign interprets the modern-day swan – the influencer. Sialelli chose Paris Hilton as the incarnation of this mediatic era in today’s society being at its origin. Hilton installed a new paradigm based on a self-generated way of communicating which influenced and inspired new generations, amplified by social networks and mainstream media.
“When we began discussing this campaign, I knew I wanted to portray Paris Hilton in a way that she has never been seen before. She is quite known for her long blonde hair and glimmery style and we wanted to shed light on her ability to transform – much like a swan. As the originator of the influencer movement and the idea of ‘famous for being famous,’ I wanted to show the world how far she has come in the industry that she created. We stripped back the styling and allowed her natural beauty to be captured” said Bruno Sialelli, Creative Director of LANVIN.
“I’m humbled to be working with LANVIN for their Spring/Summer campaign and to be able to contribute to the brand’s legacy,” says Paris Hilton on the project. “I’ve always been a fan of the house and personally admire the founder Jeanne Lanvin. She was able to build an empire from one small shop that still exists 130 years later. Her entrepreneurial spirit is so incredible – remind you of anyone else?”
Subject: Paris Hilton
Photography: Mert and Marcus
Creative Direction: Bruno Sialelli, LANVIN
Image Direction: Ezra Petronio
Stylist: Carlos Nazario
Hair: Jimmy Paul
Makeup: Etienne Ortega