Redefining pretty was the objective for the s08 campaign. ‘Modern dreams’ showcased the modern
yet elegant/lighthearted position of the brand through a set made with glass beads and a glossy
reflective floor contrasting matte walls. ‘Issue boxes’ were created to carry out the curious/whimsical
sense of the brand. Boxes were labelled with lighthearted sayings encouraging girls to feel knowing
that all will be ok. Photographed by Mary McCartney. Models Candice Swanepoel and Elyse Taylor.
Still photography by Jocelyn Fortier. Multi-page ads ran in major magazines.

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