HERVE LEGER spring 2013 campaign

Herve Leger by Max Azria Spring Summer 2013 reached the boiling point in this sizzling Southern inspired ad campaign. Lubov Azria, the brand’s Chief Creative Officer, smartly styled the brand’s stellar spread. By pairing the slim dresses with the sharp clutches reminds onlookers that these pieces will sustain their chic no matter the environment. Simmering in the sun, the looks became even hotter as photographer Chad Pitman juxtaposed the model against the luxe landscape.

The variety of colors from bold steel blues to cool greys to bright whites made a strong impression against the backdrops. Although they kept it sleek overall, if you look closely the chic is in the details. From far away, the clothing is current and modern, yet each garment’s intricacies harkens back to traditional handmade appliqué, embroidery, patchwork, and most importantly couture, techniques. The brand inserted a slight vintage touch by referencing the iconic quilt-making of Gee’s Bend, AL, which came to life in the graphic forms on the designs. With the combination of past and present from Herve Leger by Max Azria, this hot campaign will definitely bring record highs to spring. Written by Mary Anderson.