In celebration of their 50th anniversary, Sonia Rykiel launched her spring campaign in an effortlessly playful and chic manner – to say the very least. Going back to the brand’s emergence in May of 1968, Sonia Rykiel rebelled against the conventional trends of the time in an attempt to surpass social norms, while creating a style focused on laughter and “effortless brilliance.”
Rykiel’s creative director Julie de Libran chose to shoot the campaign in the historic courtyard of the Parisian art school I’Ecole des Beaux Arts in Saint Germain—a rather fitting location as it doubles as Rykiel’s runway show destination. A custom-made enormous pink bouncy castle was installed in front of the storied building as the main focus, and “Rykiel girls” Olympia Campbell, Roos Van Elk, Luz Sanchez Godin, Lily Nova, Manuela Shanchez, and Xie Chaoyu, all styled by Francesca Burns, are shown playfully bouncing around, while displaying feature looks from the collection. Zoe Ghertner shot the campaign as a short film, highlighting the liveliness of the models, and then extracted stills from the film for use in print.
The campaign does a stellar job with not only beautifully showcasing their spring 2018 collection, but also with playfully reminiscing on the brand’s initial rebellious aspirations in honor of their 50th anniversary.
Art Director | Peter Miles
Director | Zoe Ghertner
Models | Olympia Campbell, Roos Van Elk, Luz Sanchez Godin, Lily Nova, Manuela Shanchez, & Xie Chaoyu
Stylist | Francesca Burns Hair | Kei Terada Makeup | Grace Ahn
Location | L’ecole des Beaux Arts, Saint Germain
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