Tuesday, April 6, 2010

Campaign News - Max Mara

She's done it! Freja has landed the F/W 10.11 Max Mara ad campaign shot by Mario Sorrenti. Perhaps not the biggest surprise considering she opened and closed the runway show, but a surprise nonetheless as it's a new campaign for her and she's not really known as a Sorrenti fave. Beside, we all know that opening and closing a show doesn't guarantee a model anything. (How many times has Freja opened and closed Akris? And instead Daphne Guinness has the campaign once again.)

Thanks to mikel at tFS for breaking the news:
"The face belongs to the Danish top model Freja Beha Erichsen: large, dark eyes, an angular face, a slim figure. Immortalized by the legendary photographer Mario Sorrenti. These are the two protagonists of the fall-winter 2010-2011 campaign by Max Mara, shot in Paris, which depicts the essential elegance of the label with an all black and white look at the collection. Hair and make-up have been created by Luigi Morenu and Aaron De Mey fpor Streeters. This is an "encore" performance for Sorrenti who also shot the fall-winter 2009 campaign featuring the model Eniko Mihalik."
I think it speaks loads to Freja's modeling ability that two labels generally thought of as very classic (Chanel and tweed suits, and Max Mara and camel coats) have her as their campaign girl. Classic isn't exactly the first thing that comes to mind when people think of Freja--edgy, modern, and androgynous are more the norms. But the classicism is there in the refined lines and structure of her face. The clean beauty that Freja is capable of portraying is the perfect compliment to the simple but elegant clothing of Max Mara. It's a pity that her off-duty persona has grown so much that it overshadows the many different facets that she's capable of expressing in her modeling work.

Even though the campaign might look similar to last seasons' as Max Mara always seems to have the same look to it's campaigns, I can't wait to see it. And just for the record, Freja also opened and closed the Isabel Marant runway show this past season.....

Image Credits: style.it


endia said...

Yeah! I really liked the collection this season, so I'm looking forward to it.

I know Mario's worked with Freja at least 4 times that I recall. Twice for V.

Rrose Sélavy said...

^yeah, they've actually worked together quite a bit, even as recently as March with W magazine. But I don't think she's one of his favs...I could be wrong though. I know she's an I&V fave and a Karl fave obviously.

Anonymous said...

hopefully this might be a pattern and we'll see Freja land an ODLR campaign, another GUCCI would be sweet. what other show did she opened, closed and had three looks?..... By the way congrats to freja keep it up

Anonymous said...

i'm so proud of Freja! btw, she had three looks at Gucci ;)

Anonymous said...

I'm excited about Max Mara, I love Sorrenti's photography and their work together has always been great (especially that Live from New York editorial for V Magazine)
I'm also hoping for ODLR and Gucci...maybe Balenciaga too. Balenciaga would be great.