The campaign images for the new Mint Siren collection are so steeped in southern ambiance you can almost taste the mint juleps and hear the junebugs dashing themselves into streetlights in the background. Not what you’d expect from a UK lingerie label, but then Mint Siren rarely delivers the expected.
Designer Josefine Wing, who also art directed the campaign and accompanying video (below), traveled to New Orleans last year to soak up the flavors and textures of the Deep South.
The result is the spring collection Amor Vincit Omnia (Love Conquers All), which combines innovative styling and some new fabric choices to create highly original looks that will make perfect inner/outerwear choices this summer.
It’s a soft, cream-colored collection that is quite a departure from some of Wing’s darker, more urban styles from past seasons. (But AVO is not a total surprise: last spring, Mint Siren delivered the gorgeous ecru-toned Peace set made from ultra-sheer silk chiffon, a stark contrast to some of their edgier looks.)
The AVO collection includes a pair of bra-and-knickers ensembles plus some RTW pieces and unique accessories.
Although Mint Siren is a lingerie label, designer Wing is probably best known for her leather harnesses and esoteric accessories. For this season, she offers a deluxe version of her Capriole underbust leather harness with decorative scrollwork, along with matching thigh straps. The latter (which you can see in some of the photos below) are like mini-suspender belts without the clasps and might just be the coolest accessory of the year.
And for a small label that produces small collections, Mint Siren always seems to come up with at least one surprise that will have customers gushing all year long. This time, it’s the wonderful Alabama maxi dress: an Empire silhouette with a ribbed jersery racerback on top and a translucent organic cotton gauze on the bottom that will turn heads everywhere this season.
And for a mini-version of that look, try the super-soft AVO tank top with a pair of cutoffs and cowboy boots. And stick a ticket to Bonnaroo in your back pocket to complete the experience.
Here’s a couple of more campaign images, followed by some of the styles in Mint Siren‘s Amor Vincit Omnia collection (available for purchase in their webshop). And note, those aren’t cutouts on the high-waisted briefs, they’re adjustable straps — another surprise from an always-intriguing designer!