Elle Macpherson was behind the change to what she calls a stunning departure from the tradition we conceived and developed
here for the ﬁrst ﬁve-second MPEG advertisement for Elle Macpherson Intimates
DOOR is one of the sexual motifs in fashion photography,
made famous by the hero of eros, Helmut Newton, who
sometimes framed his subjects in a doorway. The idea has been used
to good effect in the latest campaign for the revamped Elle Macpherson
Intimates, shot by a photographer of comparable stature, Rankin.
Rankin, whose subjects have included HM
the Queen, Tony Blair and Gisèle Bündchen, not to mention
an Impulse advertisement covered in Lucire a few months ago,
was hired to shoot the first campaign for the label that did not
star Elle Macpherson.
Macpherson has appeared in the campaigns since
the brand emerged in 1990, but has opted to take a more directorial
route. Still intimately involved in the designs and the brands
creative direction, Macpherson was behind the change to what she
calls a stunning departure from the tradition we conceived
Clare Morgan, Bendons marketing director,
expects the change will take the brand to a new level, saying that
with success in New Zealand, Australia and Great Britain, the company
did not wish to rest on its laurels.
The campaign has an air of being slightly more
upmarket than those that Macpherson fronted.
Rankin shot the images in London in May 2003,
showcasing the Sheer Ribbons, Dentelle, French Maid, Harlow and
Masquerade collections from Elle Macpherson Intimates. He worked
closely with Macpherson and Sydney, NSW-based
creative team, the Glue Factory.
The imagery reveals sophisticated, intimate glimpses
of lingerie from the brand's summer 20034 collections. These
vignettes are glimpsed through windows, doors and keyholes.
However, there is one danger of objectification,
with the new models face never appearing in any shot.
The campaign will be launched more widely in print
and television, as well as live store-window interpretations. The
television commercials will be five seconds long, providing a mere
glimpse, and will début this weekend (August 1617)
on network television and Sky TV (during
the Bledisloe Cup) in New Zealand. The first window display will
be at Kirkcaldie & Stains in Wellington, New Zealand, on August
The press campaign began in early August with
media receiving Elle Macpherson Intimates VIewMasters, complete
with slides showing the new campaign. Black is a predominant colour
for the brand expression, with the Engravers Gothic typeface
replacing the Elle Macpherson signature script.
Macpherson, the brand (December 18, 2000)
Lucire StyleTalk: discuss
whether the British Advertising Standards Authority were right to ban the advertisement in 2004