The Lake and Stars design duo, Maayan Zilberman and Nikki Dekker, have quite a knack for coming up with amazing lingerie campaigns.
First, there was the lookbook for the Spring/Summer 2010 collection which I professed my head-over-heels adoration for, with its romantic styles set against an outdoorsy backdrop
Now, L&S have produced an enticing campaign for their Fall/Winter 2010-2011 collection, but for perhaps different reasons.
If you’re anticipating the same structured pieces with a romantic softness for the coming fall/winter season, think again. This time around the collection is racy, naughty and even a little erotic, which makes sense when — get this — the campaign was inspired by 1970s Swedish porn. I kid you not.
Keeping the Lake and Stars customer in mind, Zilberman and Dekker have maintained the structured and feminine aesthetic of their earlier collections, but with a kinkier edge. Think garters and, yes, crotchless panties.
The lookbook, photographed by Tom Hines, shows three women (actual friends of the designers), one in her early twenties, one in her early thirties and one in her late thirties, showing off the sexy styles in various playful and suggestive poses. ”We chose to represent three very different stages in a woman’s life to capture the changes women go through in their sexuality,” explains Zilberman.
While many of the pieces are droolworthy beautiful — the sheer chemises with provocative cut-outs, silk camisoles and tap shorts, bodysuits and bras in their signature structured paneling — there are also more cheeky (literally) styles like crotchless tie-dye tights.
Of course I am extremely excited for the new collection to hit stores for fall! In the meantime, I’ve learned two things from new The Lake and Stars campaign: that Zilberman and Dekker (above) successfully tried something new and daring while still appealing to their main clientele; and that the Swedes have an apparent fondness for kinky sex and minimalist furniture.
IKEA suddenly seems a whole lot sexier!
Keep an eye on thelakeandstars.com for news about the release of the F/W collection. Meanwhile, enjoy what is sure to be one of the most talked about marketing campaigns of the year, below.