CAMPAIGN SPRING/SUMMER 2012

For the third consecutive season, Serge Cajfinger has requested the talented eye of photographer Venetia Scott to come up with a vintage campaign with a decidedly sixties feel. For the 2012 Spring-Summer campaign, the Paule Ka woman is on vacation in Acapulco, the beach resort of the sixties jet-set.

In this, the third episode of a series which has seen her transporting her trapeze dresses from a deserted villa in Palm Springs (spring-summer 2011) to the glamorous hall of the Carlyle Hotel in New York (autumn-winter 2011), here we find the Paule-Ka woman at loose on the Pacific coast. In the guise of the amazing top-model, Jessica Stam, she is the very incarnation of those mischievous and sexy pin-ups from the golden age of Hollywood.

Opening sequence: the beautiful American, sometimes tight-waisted in her cotton jacquard dress, sometimes sculptured in a tight-fitting crocheted jersey tunic dress, is seen carrying her basket through the authentic fifties setting of the Boca Chica Hotel. The intense shades of the furniture echo the dazzling colours of the collection.

Shot-Countershot: our heroine oscillates between siesta and fiesta. Languorous in shorts beside the lagoon-blue swimming pool, she’s expecting Elvis Presley to appear at any moment. After all, the hotel did serve as backdrop to the film ‘Fun in Acapulco’ in 1963. This season’s tropical feel is epitomized by the red of her sunglasses – an “Acapulco” special edition – limited to fifty copies.

Close-up on the evening:  In a small, panther-skin coat, she sips her cocktail, looking out on the sunset. She has traded in her basket for a minaudiere clutch bag in palm-coloured braid. With red lips and cat-like eyes, she’s out to seduce.  Paule Ka has created a movie star and we’re in for a happy ending.