Lover has quietly pulled out all stops for its tenth birthday. A decade is a long time for a label to wait before releasing a campaign, but Lover’s effort is evidence that the ‘practice makes perfect’ adage doesn’t always hold true in inverse.
Model/musician and long-time Lover fan, Karen Elson, has been tapped as the face of Fall/Winter 2013’s ‘Chrous’. Designers Nic Briand and Susie Chong told Style.com, “She was at the top of our list, but it was an ‘in your dreams’ kind of thing.” A chance encounter at a wedding (weirdly apropos, regarding the label’s romantic aesthetic) led to that dream coming true.
Shot by Lina Scheynius and styled by Leith Clark, the images show Elson breathing in flowers and sunlight while clothed in Lover’s coated lace minidresses. Dropped into the black, white and red hues that pervade each Lover collection is an icy sky blue, which could have been mixed up for the sole reason of complementing the model's hair. So far, the campaign is garnering resoundingly positive reactions around the Internet, with the tFS forums having only nice things to say about the dreamy partnership.
“I love the romantic feeling of it, and they couldn’t’ve chosen a better model," Not Plain Jane noted.
“This is really beautiful. Very sweet, simple with just the right amount of sexiness from Karen,” added just a guy.
Misstarshine adds, “I love Lover and I love Karen so it’s a perfect pairing for me. Her red hair looks stunning against the pale blue lace.”
Of Scheynius' lensing chops, navyvelvetbowie says, “As always I love Lina’s photography, especially the shots with the black dress and the red flowers.”
Lover's taste in dream girls resonates strongly with ours. Last winter they were inspired by Winona Ryder's Beetlejuice character, OG goth girl Lydia Deetz. Hopefully Briand and Chong are planning to roll out campaigns twice yearly from now on, because we're pretty psyched to see who catches their fancy next.
images via Lover