There was drama, mystery and exaggeration on the Spring runway...
Manhasset, NY (PRWEB) February 17, 2014
Americana Manhasset debuts its full color 60-page Spring Fashion Book, “Psyched For Spring.” Spring ready-to-wear, accessories and jewelry from the most luxurious brands in the world are captured in a high-style picture book starring top runway and editorial models Daria Strokous and Alex Lundqvist.
The campaign was inspired by the films of Alfred Hitchcock and was photographed in various locations in and around Los Angeles, including on the original Universal Studios set of Hitchcock’s “Psycho,” featuring Norman Bates’ house and the Bates Motel. A set was built overlooking Universal Studios New York Street to resemble the set of “Rear Window,” while The Cabrillo Mission Bath House and Fishing Pier served as backdrops mimicking the sets of “Vertigo” and “The Birds” respectively. The dessert landscape of Calabasas provided the perfect “North by Northwest” set, as did a giant backdrop of Mount Rushmore. Photographed, produced and styled by Laspata/DeCaro, the campaign pays homage to the chic style of the icy Hitchcock blonde -- Grace Kelly, Kim Novak, Tippi Hedren and Eva Marie Saint -- while simultaneously exuding a modern and even humorous sensibility.
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 season on Americana’s website, americanamanhasset.com.
In conjunction with the still images, Americana Manhasset will debut a short film, also entitled “Psyched for Spring.” The fast-paced piece, starring Daria Strokous and Alex Lundqvist, is a stylish black and white noir thriller that pays tribute to renowned Hitchcock narratives. The short film will appear front and center on Americana’s website as well as in digital ads. Americana’s Spring campaign also includes a 3-minute behind-the-scenes video, “The Making of ‘Psyched for Spring,’” which gives viewers an insider’s glimpse into the exciting photo and video shoot. The music and editing of the video pieces exemplify the dramatic yet fun quality of the campaign.
"There was drama, mystery and exaggeration on the Spring runway, while at the same time designers offered some classically cool and feminine moments. This combination of themes led us to Hitchcock and the juxtaposition of darkness and light, eeriness and innocence that made his films so engaging and his starlets so beguiling. There’s a timelessness to Hitchcock style so it wasn’t a stretch to make this season’s collections work within the context of his films,” said Charles DeCaro. “While we had a very clear editorial voice and a strong narrative vision for this campaign, it is the fashion and respective designers' messages that always remain the focus. We shoot a singular and appropriate photograph for each brand, from Chanel and Tom Ford to Michael Kors 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 2014 Spring campaign are available upon request.