MANHASSET, NY (PRWEB) February 07, 2013
Americana Manhasset debuts its oversized, full color 60-page Spring Book, “In The Mood for Vietnam.” Spring ready-to-wear, accessories and jewelry from the most luxurious brands in the world are captured in a high-style picture book photographed entirely in Vietnam and starring top runway and editorial models Arizona Muse and Zhao Lei.
The campaign was shot throughout central Vietnam. Locations included the Imperial City in Hue, built in the early 1800’s and famous for its remarkable palaces, gates and gardens. Hoi An, a city known for its beautiful lanterns and bridges, provided another incredible backdrop, along with fishing villages and rice fields replete with water buffalo. Photographed, produced and styled by Laspata/DeCaro, the campaign combines the rich details and exhilarating energy of Vietnam with a steamy, sophisticated sensibility. Authenticity was of the utmost importance and Vietnamese men and women, often in their own dress, participated as extras throughout the photo shoot.
Americana’s Spring Book will be direct-mailed to 130,000 targeted households. The images will be featured in national and regional print ads in publications such as The New York Times and T-Styles magazine and The World Journal newspaper, as well as in various digital media such as nyt.com. The campaign will also be shown prominently throughout the Spring on Americana’s website, americanamanhasset.com.
In conjunction with the still images, Americana Manhasset will debut a short film, also entitled “In The Mood for Vietnam.” The piece, starring Arizona Muse, was filmed in an opulent corridor at The Imperial Palace and imparts an ethereal visual narrative. As well as appearing front and center on Americana’s website, a 30-second version of the film will appear on New York City taxi television during New York Fashion Week, guaranteed approximately 1 million views. Americana’s Spring campaign also includes a 3-minute behind-the-scenes video, “The Making of ‘In The Mood for Vietnam,’” which gives viewers a fast-paced, insider’s glimpse into the exciting photo and video shoot. The music and editing of both video pieces epitomize the blending of old and new, of East and West.
"The influence of Asian history and culture is seen throughout many of the collections. With the world continually getting smaller, both American and European designers seem more and more influenced by and enamored with Eastern aesthetics. It was this sensibility and awareness that inspired us for Americana Manhasset's Spring campaign,” said Charles DeCaro. “Once the decision was made to go to Vietnam, we pulled out all the stops. Our Vietnamese crew was crucial in making sure we maintained the level of authentic detail that we strive for wherever we shoot. As always, while we put forth a strong editorial voice, it is the fashion and respective designers' messages that remain the focus. We always shoot a singular and appropriate photograph for each brand, from Tom Ford and Louis Vuitton to Tory Burch and Theory, but each image also works as part of the whole.”
Americana Manhasset is a premier collection of over 60 fine shops, including Hermès, Prada, Louis Vuitton, Gucci, Ralph Lauren, Cartier, Ermenegildo Zegna, Van Cleef & Arpels, Dior, Hirshleifers, London Jewelers and more, all within a unique outdoor environment designed by renowned architect Peter Marino and landscape designer Oehme van Sweden. Americana Manhasset offers a complimentary Personal Shopping Service, a remarkable luxury fashion and gift resource. Located on Long Island’s beautiful North Shore, Americana Manhasset is 20 miles from Manhattan and 50 miles from the Hamptons.
Additional and/or high-resolution images from the 2013 Spring campaign are available upon request.