Addicted to Amour – Prabal Gurung’s Fall ’11 Campaign Reveal
Style.com released two exclusive photos of Prabal Gurung’s Fall ’11 ad campaign, exquisitely styled and angst-ishly appropo. The campaign – entitled “Addicted to Love” – is in fact inspired by Charles Dickens’ Great Expectations heroine Miss Havisham who brought her lovesick and romantic devotion to Gurung’s runway.
“It’s a book that I was given when I was probably 6 or 7 years old,” the designer explains. “At that time I was kind of unclear about who she was—she’s a crazy old lady, that’s what I thought. As I got older and kept going back to it, [I found that] there’s something extremely, extremely sad, but all of us can somehow relate to her. There’s something beautifully melancholic and romantic about giving everything up for love, giving so much.”
Gurung collaborated with photographer Daniel Jackson, model Julia Saner and stylist Tiina Laakkonen on the new branding images, which debuted on Style.com, and will run exclusively online. “For a new company like mine, the media budget is very limited,” Gurung explains. “The resources that are online for free—Twitter, Facebook, Tumblr—it’s extremely crucial that we use those tools. These images [will] get picked up in China, picked up in random places traditional media would never reach.” Which just goes to show how important new media has become.
Accompanying the collection down the runway was a flurry of lovelorn (albet young and lithe) Havisham-model hybrids and an interpretation of the song “Addicted to Love” by one of my favorite chanteuses Florence + the Machine.
I bet Dickens is rolling in his grave at the thought that poor old Miss H would find her way out of the attic to becoming a Fall ’11 style icon? It seems looking good really is the best revenge!