Karlie Kloss is the all-American girl in Lancaster Paris’ new campaign.
The 21-year-old model features in the French handbag brand’s spring 14 advertisements and has struck an array of poses in New York for the finished shots.
One photo sees Karlie standing in front of several iconic yellow taxi cabs holding a beige bag, while another captures her leaning against a fence holding up a small black and white purse.
Evelyne Ling, director of the company’s US operations, is pleased Karlie can help spread their name in the States.
“We were looking for someone that would represent the Lancaster girl here in the US,” Evelyne told WWD. “Our photographer, Guy Aroch, suggested Karlie. It was the perfect fit.”
It isn’t just the advertising strategy Lancaster Paris has adapted. The label has also tampered with its design elements to give the brand a more competitive feel.
“We showed the collection to different people in the industry because we wanted to be sure we were making the right move,” Evelyne added. “We had a great response, but also had to make some changes, like adding more colour. We really tried to take into account all the feedback.”
Karlie seems proud of the new shots. The brunette beauty posted one of the photos on her Instagram account for fans.
“Excited to unveil my Spring 2014 Campaign for@LancasterParis (sic)” she wrote.
Prior to Karlie, previous advertisements have featured Swedish model Elsa Hosk and British star Daisy Lowe.
The bags Karlie models are sold in select designer boutiques across the US. Evelyne hopes Lancaster Paris can open a Manhattan flagship store in the near future.
“We’re very confident that we can move forward quickly,” she said.
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