Images: Live Models Recreate Elle Intimates
August 18, 2003
Some passersby could hardly believe their eyes - while others walked on oblivious - as live models in Auckland and Wellington today recreated key images from the new Elle Macpherson Intimates lingerie campaign for Summer 03.
Models in the Smith & Caughey window, Queen St, and Kirckcaldie & Stains, Lambton Quay, adopted poses used in the latest advertising campaign for a two-hour period over lunchtime. Wearing Elle Macpherson Intimates lingerie and half-hidden by sheer curtaining, the models recreated the "intimate" glimpses of the lingerie as shown in the campaign images.
The new Elle Macpherson Intimates campaign for Summer 03 includes print advertising and five second television commercials - shown for the first time during Bledisloe Cup All Blacks V Wallabies coverage on Sky and TV3 on Satruday night.
The new campaign is designed to give new meaning to the word "intimate" and, for the first time since Elle Macpherson Intimates launched more than 10 years ago, Elle Macpherson herself is not appearing in the advertising. She has instead stepped firmly behind the camera as the brand's creative director, working with cult British photographer Rankin to create lingerie vignettes - glimpsed through windows, doors and keyholes.
Elle Macpherson Intimates, Bendon's premier lingerie brand, launched in 1990 in a blaze of publicity. The brand was distinguished from others by its innovation, fashion-forward style and association with Elle Macpherson herself. Elle's appearance in advertising was literally a traffic stopper. Now, 13 years on, the time has come to again set an innovative new direction.
Elle Macpherson says it's time to re-invigorate the lingerie market. "This campaign is a stunning departure from the tradition we conceived and developed," she says.
Clare Morgan, Marketing Director, Bendon, says the new campaign demonstrates the brand's commitment to continual innovation. "Elle Macpherson Intimates is a highly successful brand in New Zealand, Australia and the UK," Morgan says. "However, we are not content to rest on our laurels. Elle Macpherson Intimates has always been about pushing the boundaries of fashion and style, so we are delighted to have Elle now working as creative director for the brand," she says. "With this new campaign, Elle has personally delivered a fresh approach that will take the brand to another level in the market".
The Summer 03 campaign images showcase the Sheer Ribbons, Dentelle, French Maid, Harlow and Masquerade lingerie collections (see Directions Summer 03 information for further details). The campaign was shot in London in May, with Rankin working with Elle and also with Sydney-based creative team The Glue Society. Rankin is considered the UK's hippest photographer. Co-founder (with Jefferson Hack) of iconic magazine Dazed and Confused, Rankin's recent subjects have included British Prime Minister Tony Blair, Madonna, Her Majesty Queen Elizabeth II and Blondie.
Elle Macpherson Intimates is available at Bendon on Broadway (Newmarket), Sanctuary by Bendon (Botany Downs), Bendon stores and selected department stores nationwide.