Macpherson Intimates Presents “Intimate” Evolution

Elle Macpherson Intimates continues to challenge perceptions of the word “intimate” with a third evocative and leading-edge advertising campaign shot in New York in late April.

The new campaign, now in post-production and due for release later in the year, is an evolution of the “Intimate Moments” concept first showcased by the brand in 2003 – taking it forward to become “Intimate Stories”.

Shot by acclaimed fashion photographer Regan Cameron, from a concept developed by creative collective The Glue Society, the images that make up the suite of “Intimate Stories” explore a reportage style of photography. Each shows a model in settings that offer a glimpse into her private world. Dressed in beautiful Elle Macpherson Intimates lingerie and surrounded by intimate possessions that furnish clues to personality and character, she becomes someone with a story to tell.

The beauty of the images is that the interpretation of the story, however, lies with the beholder. The viewer is extended an invitation to put the clues together, becoming a detective in drawing their own conclusions.

Elle Macpherson says there are many different ways to decode and make sense of these intimate settings. “Every picture tells a story but it is up to the viewer to decide exactly what that story is. It’s very intriguing, with lots of elements and layers of meaning,” she says.

Gary Freedman, from The Glue Society, says the new campaign is focused a little more on the intimacy of the mind, rather than the physical intimacy of the earlier campaigns. “It's more about the secrets people have and what they keep inside, and we find allusions to these stories in the settings we find people in. Everyone has a story – an intimate story – and with these images, the clues are in the picture," Freedman says.

Regan Cameron says mystery, intrigue and a sense of place are key to the new imagery. “There is a lot that can be read into these pictures, using the story outlines we have created through the selection of each of the visual cues.”

From its inception, the Elle Macpherson Intimates brand has led the market with fashion-forward styling, innovative fabric technologies and directional images. In 2003, the brand broke new boundaries in lingerie advertising with the launch of the first “Intimate Moments” campaign, shot by cult British photographer Rankin. This sensational, multi-award winning imagery revealed sophisticated and intimate vignettes of Elle Macpherson Intimates lingerie, viewed through windows, doors and keyholes
In 2004, the campaign further progressed with stunning new imagery inspired by film noir and the high glamour of the 1950s. Shot by renowed fashion photographer Mario Sorrenti, the beautifully haunting and ambiguous images brought a cinematic quality to the campaign.

Regan Cameron was interested in photography from an early age, and inspired by photographers such as Irving Penn, Richard Avedon and David Bailey. Based in New York since 1998, Regan previously spent seven years in London where he started working for British Elle and Italian Marie Claire. His work soon caught the eye of British Vogue, and a career was born.

He keeps strong ties with Europe, as is evident in his strong long-term relationships with British Vogue and Italian Vogue. His fashion, beauty and portrait photographs have graced the pages of Allure, British Vogue, Italian Vogue, Arena, V Magazine, The Face, Harpers Bazaar, Japanese Vogue, German Vogue, Spanish Vogue and Australian Vogue.

His advertising clients have included Ralph Lauren, Ungaro, H+M, French Connection, Armani Exchange, Escada, Liz Claiborne, Oil of Olay, Aveda, Burberry, Concorde Watches, Philippe Patek, Ann Klein, Anne Taylor, Gap, Ralph for Ralph Lauren, Polo Ralph Lauren Black Label, Ann Taylor and Nautica.

Regan’s most recent campaigns include: The Gap campaign with Madonna and Missy Elliot, the SKII campaign with Cate Blanchet and Shalimar for Guerlain Paris. Celebrities who have requested Regan’s talents include Nicole Kidman, Julianne Moore, Kate Winslet, Liv Tyler, Lauren Hill, Mary J. Blige, Janet Jackson, Jade Jagger, Selma Hayek, and Catherine Zeta Jones. Madonna recently used Regan's images for her World Tour posters and Tour book. And earlier this year, Regan had the privilege of being requested by the Royal family of Denmark to photograph Princess Mary for the cover story of Australian Vogue.

Regan has worked with Elle Macpherson on a number of occasions, including the Elle Macpherson Intimates “White” campaign in 2002. He has just completed the new “Intimate Stories” shoot for release later this year.

He says Elle’s fashion savvy allows her to bring valuable insights to the creative process. “Having been on the other side of the camera and observing shoots she has a great depth to her knowledge of what the shoot needs to be successful and appeal directly to the audience it is aimed at,” Regan says. “She is wonderful to work with and it has been a unique experience.”

Regan has recently completed work on a new state of the art Studio with a complete digital imaging facility, located in the bustling art district of Chelsea. Upcoming personal projects include a book, exhibition and collaborations with other artists. Regan resides in New York City with his wife and two children. Born in Auckland, New Zealand, he still considers New Zealand home and endeavours to visit at least once a year.

The Glue Society is a creative collective of writers, designers, art directors and film makers based in Sydney. Started in 1998 by Gary Freedman and Jonathan Kneebone, The Glue Society has created famous and sometimes controversial advertising campaigns around the world for brands such as Virgin Atlantic, Virgin Mobile, Classic FM, Channel V, ABC as well as Elle Macpherson Intimates.

As directors The Glue Society are represented by film production company @radical.media internationally through offices in New York, LA, London and Paris as well their base in Sydney and work primarily in the US and UK as well as in their native Australia.

As both writers and film directors The Glue Society has received numerous awards at the British Designers and Art Directors, The One Show in the US and a record number of awards at the Australian Writers and Art Directors. In 2004, The Glue Society also won the Direct Grand Prix at the Cannes International Advertising Festival and is today widely recognised as one of the most progressive and artistic brands working in the field of communication.

The Glue Society was first commissioned to write and art direct the advertising for Elle Macpherson Intimates in 2003, creating a 'voyeur' concept as a play on the word intimate. The first expression of this idea was the 2003 campaign where a woman, whose face is obscured, is glimpsed through gaps in doors or curtains. The print campaign, shot by British photographer Rankin, was accompanied by five second TV ads directed by The Glue Society. The campaign, which won a record number of creative awards in Australia as well as awards in the UK, paved the way for subsequent campaigns – always featuring a mysterious woman whose identity remains anonymous.

In 2004 The Glue Society extended the idea, conceiving a more narrative-based campaign shot by New York based photographer, Mario Sorrenti. In 2005 the new campaign, shot by Regan Cameron, will continue to explore aspects of intimacy.

Gary Freedman says the Elle Macpherson Intimates advertising has developed a cohesive and compelling presence. “We know what the personality of the brand is and, even though we have worked with different photographers each year, the advertising has a really distinct feel that is present in each of the campaigns."

Freedman says working with Elle Macpherson is very rewarding, allowing The Glue Society the latitude to develop ideas that take the advertising into interesting areas. “Elle is very creative herself and knows how to work with creative people – so when it comes to working together and also with a photographer, it's a very collaborative process," Freedman says.

ENDS

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