Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

River Island S/S 2012 ad campaign by Ellen von Unwerth

IT’S MY BIRTHDAY! And now that I’ve got that out of the way … River Island has really brought out the big guns with its S/S ad campaign images, shot by world-renowned photographer (yes, I sound like Tyra Banks), Ellen …

Mon, Feb 6, 2012, 07:30

   

IT’S MY BIRTHDAY! And now that I’ve got that out of the way …

River Island has really brought out the big guns with its S/S ad campaign images, shot by world-renowned photographer (yes, I sound like Tyra Banks), Ellen von Unwerth. The shots are super glossy and stylised, reminiscent of campaigns of the 1980s, Versace, Miami beach parties and neon, neon, neon – and so arresting, to boot. This shot especially is one of my favourites; it caught my eye in a glossy magazine the other day and I literally sat looking at it for a good 10 minutes wondering on whose lips the lipstick had started off.

The rest of the images are no less mesmerising – and, as Disneyrollergirl pointed out, high-street brands are using high-impact (and high-budget) advertising campaigns to prove their fashion heft in an unsure market.

What’s also brilliant about these shots is that, despite the very visible River Island branding, the items on display look much more expensive than the brand itself – which is a sign that somebody (or everybody?) is doing something right.

Lush, don’t you think? (And no: the socks-with-heels look is not for everyone. I must have tried it now approximately 10 million times, and to less than no avail.)

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