The French luxury house’s Paris Hilton-fronting SS21 campaign is a celebration of classic glamour.
Lanvin’s latest campaign is all about the glitz and glamour of the socialite, so who else to front the campaign than Rollacoaster cover star Paris Hilton? As directed by Bruno Sialelli, for SS21 the French fashion house wanted to explore the old and new, pitting heritage against modernity as Lanvin figured out its place in a post-social media world. They re-examined past archives, ideologies and brand legacy’s, looking to 1950’s portraits of New York City’s many women of society – known rather affectionately as swans.
In the 21st century, the socialite has made way for the influencer, a role Paris Hilton straddles rather well being the 2000s’ very first celebutante. Hilton was one of the big pioneers of self-communicating technology during her ascent to the celebrity big leagues. Combining this new medium with her huge platform on reality TV shows like The Simple Life and Paris Hilton’s BFF, she facilitated the creation of an entirely new era of celebrity altogether, making her the perfect fit for the house’s new vision.
Now in an age where social networking rules supreme, Lanvin wanted to pay homage to the star by showing her in an entirely new light. Shot by Mert Alas and Marcus Piggot, we see Paris dazzle in chain-mail tops, sharp tailored coats, beaded wrap dresses and even don some beyond gorgeous blonde bangs. “I wanted to show the world how far she has come in the industry that she created,” says Sialelli, “she is quite known for her long blonde hair and glimmery style and we wanted to shed light on her ability to transform – much like a swan.”
Hilton was of course thrilled with the decision. “I’m humbled to be working with LANVIN for their Spring/Summer campaign and to be able to contribute to the brand’s legacy,” she says. “I’ve always been a fan of the house and personally admire the founder Jeanne Lanvin. She was able to build an empire from one small shop that still exists 130 years later. Her entrepreneurial spirit is so incredible – remind you of anyone else?”