With the energy of a brush stroke Art Director Peter Miles has given the house of Sonia Rykiel some much needed energy to embrace their heritage and find a guiding light to the future.
Upon first glance the campaign is a fairly straight forward tale comprised of three single images. However a second look speaks to owning a time, owning a place, owning a color, owning a name, and even owning a proportion. The campaign, lensed by Angelo Pennetta, was shot at night which checks the time box. Meanwhile Miles drops ‘Saint Germain des Prés’ as a subtile, reinforcing the houses very specific Paris roots to own a place. Bold swirls and neon light brush strokes add energy to the campaign, but none as bold as the neon red which reinforces the iconic red that the firey founder was known for. And if all of those weren’t interesting enough graphically, Miles separates the Sonia from the Rykiel, giving even more value to the campaign as it can serve as a trickle down to the houses Sonia by Sonia Rykiel label. But wait there’s more! Check out the proportion, built for Instagram stories and wide open real estate that no one has yet to claim.
Kudos goes to Peter Miles an team for thinking it though and The Impression looks forward to watching the house keep that energy level up in pushing the campaign out there. Otherwise it will be just a fading red light in the read via mirror and we like it as headlights for the house.
Sonia Rykiel Creative Director | Julie de Libran
Creative Director | Peter Miles
Photographer | Angelo Pennetta
Models | Grace Hartzel & Lili Sumner
Stylist | Francesca Burns
Hair | Cyndia Harvey
Makeup | Thomas de Kluyver