After tapping her to appear alongside Saskia de Brauw in Chanel’s spring 2012 campaign, Karl Lagerfeld has hired Joan Smalls once more to front Fendi’s Fall/Winter advertising images. For the campaign, Lagerfeld wanted to highlight the label’s Italian identity. As such, they chose Chianti, a location 40 miles outside of Florence, which boasted of a glorious hilly background and rows of olive and cypress trees.
Lagerfeld got what he wanted for the campaign, an Italian landscape but “not summery,” when they had to endure a somber weather throughout the shoot. While other crews would have detested the weather, it was “exactly the mood and the colors I wanted,” said Lagerfeld. A preview of the campaign indeed captured a sense of melancholy and moodiness.
Speaking with Women’s Wear Daily, Lagerfeld gushed that he knew he wanted Smalls from the instant he saw her wearing look number 44 in the Milan runway. “I said to myself backstage during the show: It’s her and her alone. No other girl–or boy–no child, only her,” said Lagerfeld. Besides her beauty, the designer also noted that Smalls in is a “great girl to work with.”
Fendi’s Fall/Winter campaign will break in the August issue of magazines.
Photos by Karl Lagerfeld and Olivier Saillant via Women’s Wear Daily