Karlie Kloss fronts the Lancaster accessories campaign for spring/summer 2020. The American supermodel presents cool handbags from the French accessories brand’s spring 2020 collection. The ads were shot by the renowned fashion photographer Guy Aroch and have a distinct urban vibe. The allure is definitely intentional, as the label caters to modern city girls. “We wanted to show that the ‘cool city girl’ lived uptown, downtown, and all around town. No matter her city or neighborhood, the Lancaster girl is all about town.”, said the brand’s rep.
The Lancaster spring 2020 campaign is part of the French label’s strategy of expanding to the American market: “We were looking for someone that would represent the Lancaster girl here in the U.S. Our photographer, Guy Aroch, suggested Karlie. It was the perfect fit,” Evelyne Ling, director of U.S. operations told WWD.com. Indeed, the all American model was enthusiastic about the new campaign and shared the photos on her Instagram account.
Choosing one of the most popular models of the moment wasn’t the only thing that the French label did in order to ensure everything would go smoothly. It also ensured that the designs it brings forward would be in line with what American fashionistas like and value and made changes accordingly: “We showed the collection to different people in the industry because we wanted to be sure we were making the right move. We had a great response, but also had to make some changes, like adding more color. We really tried to take into account all the feedback.”
Lancaster’s spring 2020 campaign only features a small number of options, however, even so, it is quite clear that the modern handbags are bound to attract those who are looking for a stunning everyday bag. These Lancaster bags will be sold in select boutiques across U.S , but the label also plans on getting a Manhattan flagship store later on.
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Photos: Lancaster Paris