While award-winning fashion designer Derek Lam might have several years of successful collections under his belt, his foray into the all-important marketing campaigns is just picking up steam.
After a dusky and understated beach-setting fall/winter 2009 photo shoot with model Karmen Pedaru, we were told that the campaign had a message that would continue into more seasons. Now that the first of Lam’s spring 2010 shots are out, I can sort of see a theme.
This time it’s model, and Derek Lam’s latest muse, Ginta Lapina who is fronting the campaign, but the backdrop is the same. Although the lighting is much brighter and the sun seems to be shining quite a bit more for the new season, the beach is once again the chosen setting for the showcase of fashion.
I’m not exactly sure what the overarching message is for the two campaigns besides the fact that Derek Lam apparently likes the sand. In the fall, the model seemed pensive, but here Lapina looks like she’s ready to protect her designer handbag from whoever is producing the large, looming shadow over her. I must be missing the point, but either way this new spring 2010 campaign is pretty, well-styled, and sure to catch the eyes of magazine readers.
