NEW YORK — Oscar de la Renta’s go-to lensman Craig McDean has gotten the call again — this time for the designer’s new bridal advertising campaign.
McDean has shot the designer’s ready-to-wear ads for three seasons. In the launch campaign for de la Renta’s bridal collection, model Vlada Roslyakova is pictured beneath an embroidered silk tulle veil and standing akimbo in an ivory tulle strapless embroidered gown with floral details. This marks her first time working for the designer.
The images will bow in September or October editions of such publications as Weddings In Style, Martha Stewart Weddings, Town & Country Weddings, New York Weddings and Elegant Bride, and will carry through spring issues. The campaign will also be featured on The Knot.com and WeddingChannel.com.
Didier Malige and Mark Carrasquillo handled hair and makeup, respectively, for the shoot at Milk Studio. De la Renta’s company spent upward of $200,000 on the campaign, which was created by Lloyd (+Co.)
The campaign reflects de la Renta’s renewed interest in the bridal category. For most of his 40-year career, he has designed wedding gowns for private customers and three years ago lined up a bridal license with Carmela Sutera. But he and Alex Bolen, president and chief executive officer, decided to take the bridal collection in-house for spring.
The line consists of approximately 20 styles and retails from about $4,500 up to $15,000. There are also veils, shoes and bags for the betrothed. This spring, Oscar de la Renta Bridal will be available at select bridal salons in Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman and boutiques such as Brown’s Bride, Mark Ingram and Suky. Duchess silk, silk gazar, silk faille and French Alençon lace are among the fabric choices.