I was able to have a brief word with Victoria Holt of Fred & Ginger Lingerie about her new SS2010 campaign!
What was the inspiration behind the shoot?
VH – The Spring Summer 2010 “My Fair Lady” collection was inspired by the 1950’s Fair Ground so I wanted the lighthearted/playfulness to come across in the images. I always love to have a story running through my brochures with the interaction of two characters. Marc Rogoff, my photographer had suggested using a clown as an accompaniment to the model which I instantly refused due to the connotations of them being quite sinister, in my mind. A mime artist seemed the perfect substitute. With so much facial expression they can get the message across to the reader instantly. Also, the contrast of his black and white costume makes the lingerie collection really stand out, which I love.
What made you use a mine artist?
VH – The Mime artist is a direct descendent of the commedia dell’arte character Pedrolino also Pierrot, he was the lowest status and worked as a baker boy, the white face is the bakers flour. I wanted him to be deeply in love with my model who is too concerned with her own beauty to even notice him … until the end when all she is left with is his flower, a memory of what she has lost at the price of her own vanity.
I feel the images have captured my story beautifully which is the proof of a great team working successfully together. And the charming surroundings make for a perfect backdrop.
Can you tell us about the “Black Label”?
VH – The “Black Label” was an entirely different concept. I wanted to portray seductive-glamour and sophistication but with a real fashion edge. Something I’ve never done before. We were lucky in the fact that the location had two distinct looks upstairs and downstairs. With the collection being black it seemed logical to create a very saturated black look. Marc came up with the concept of having an “object of desire” which is where the silver ball came in. This also proved a great source for light reflection adding further glamour and allurement to the images.
How was this shoot different from your previous shoots?
VH – As the entire crew had changed from the previous 4 seasons I was quite apprehensive about this shoot. On top of this we were under pressure to shoot 2 collections in one day due to budget constraints. However, thanks to some good organisation and a fabulous team I was delighted with the results and have received some fabulous feedback already!
Click on the link to see Fred & Ginger Lingerie Behind the Scenes Video.
