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People are freaking out about Britney’s first luxury campaign ever

Nadja Beschetnikova
March 22, 2018

Models are always beautiful. But at the same time, their task is to present a product created by a designer or a cosmetic brand. The product should be the focus of attention, and the model had to be just a pleasant addition. This is what girls hear at every casting.

By inviting a celebrity to your campaign, you will certainly increase the recognition of your brand and get more media attention, but at the same time, there’s a risk that the celebrity may overshadow your creation.

And that’s exactly what happened with the recent Kenzo campaign.

Britney Spears has never seemed particularly enthused about the world of high fashion. Even at the height of her fame, she was never a regular at Fashion Week shows.
But, over the past year or so, she regularly delighted her followers on Instagram, putting short catwalk videos filmed in her house. And as we understand now, it was only the beginning.

The pop legend has now signed on for her very first luxury-fashion campaign. She is the face of the latest Kenzo La Collection Momento N°2 campaign.
The collection, designed by Carol Lim and Humberto Leon, the creative directors of the French label, is heavily focused on denim.

Both designers approached Spears for the “nostalgia-based” campaign. The collection ties in with the archives of founder Kenzo Takada. All designs are reminiscent of Kenzo's first jeans collection in 1986. Britney, known as the quintessential queen of denim, was probably the best candidate.

Decades later, we still remember Britney Spears and Justin Timberlake's iconic head-to-toe denim outfits at the 2001 Annual American Music Awards.

"I did lots of denim when I was a kid, and still do - it’s really versatile and fun, and just goes with everything," Britney said about her ongoing love for the material.

Peter Lindbergh, the legendary photographer, whose British Vogue cover of Linda, Naomi, Cindy, Tatiana, and Christy ignited the age of the supermodel, shot the campaign in Los Angeles.

The images are meant to be read as "a bit cheeky, optimistic, and joyous," as it’s said in the statement.

Britney posed in jeans, a boxy denim jacket and laced denim overknees, short-sleeved logo embroidered sweatshirts, floral bustiers featuring Kenzo's iconic bamboo print. She also wears caps. "We absolutely wanted to have baseball caps with us. If you grew up in the 80s and 90s, you know that caps are just part of that era, " the creative directors explained.

"This collection is very youthful," Spears told Vogue of shooting the campaign. "We had fun on set, even though it was a bit weird for me at first. I am used to shooting in a studio or a small space, and this was on the street. We were out there and I had really promiscuous clothes on, which felt odd, but of course, on film it turned out to be really cool."

However, on the campaign’s pictures, the superstar looks visually rejuvenated and wrinkle-free. On Instagram, many fans of the singer wonder about her new look. They seem to think that the 36-year-old singer doesn't look much like herself.

Indeed, ‘less is more’ definitely doesn’t’ belong to the philosophy of the specialist, who edited the pictures. Photoshop is a bit exaggerated. Probably, the creative team behind the campaign took the expression “we shoot the new face” too literally.

Spears' fans immediately complained about her edited face. "Kenzo is selling Botox now?" asked one user ironically. "Are you sure this is Britney? Looks more like Jessica Simpson," commented another user. Some people said she looked like Heidi Klum.

But the fanbase of the Baby One More Time songstress is still huge and very supportive. Most of them are happy to see their idol back to the spotlight.

And in 2018, Britney is not only starting in fashion. She goes on the world tour this year. Will she drive us crazy again? Well, at least, to cause a stir still seems to be her prerogative.

The La Collection Momento N°2 campaign collection is already available in the stores.