Subtle sexuality. Ladylike sophistication. These are the messages women's-clothing-design house MaxMara hopes to convey with its latest ad campaign from Dente & Cristina.
Shot by fashion photographer Steven Meisel, the print ads feature blond model Melanie McJannet seated provocatively on stylish modern furniture.
The New York shop's ads were inspired by 1940s hair and makeup styles, said Gwynne Rivers, agency representative. "We were thinking of Veronica Lake for hair," she noted, adding that the model's smoldering eyes bring the look up to date.
The nearly $3 million campaign will break in the U.S. and internationally this month and run throughout the fall in publications such as Vogue, Elle and Town & Country. It will also appear on city buses and store wraps.