Juju’s Moment – Juju Ivanyuk is having a good campaign season with fall advertisements for Elie Saab and now Max Mara’s Sportmax. Photographed by David Sims, Juju takes a turn for the mature side of elegance in tailored jackets, classic hats and fur-trimmed gloves.
It looks like a dark fall 2011 for Sportmax’s latest outing shown on Saturday during Milan Fashion Week where models took to the catwalk in a strong showing of black and modern shapes fit for the contemporary woman. Luxurious furs, wools, and thick belts took center stage with feminine undertones found in the form of floral patterns and sheer materials for the new season.
Ginta Lapina returns for her second consecutive season as the face of Sportmax by Max Mara. In front of a crisp white background, Ginta dons the label’s colorful yet playful ensembles with cool patterns and youthful shapes.
Geared towards a more youthful clientele, the spring outing from Sportmax doesn’t disappoint with its flirty and geometrically inclined garments. Starting off with a chic white number worn by last season’s campaign star, Ginta Lapina, the show easily progressed from muted tones to splashes of bright red and yellow. To top it off, models walked down the catwalk in sleek ponytails to complement the forward thinking collection.
Following in the vein of last season’s campaign, the fall advertisements from Italian brand Sportmax puts focus on the clothing moreso than concept or model. Photographed by David Sims, Ginta Lapina catches an intense case of bed hair as she dons the label’s elegant yet fashion forward attire.
source | NeverDrinkAgain @ tfs