Sonia Rykiel’s latest advertising campaign is a jubilant illustration of the spring/summer 2018 collection of the house which celebrates its 50th anniversary in 2018 with a series of exciting happenings.
Julie de Libran, Rykiel’s creative director, collaborating with Peter Miles and for the second season with US photographer Zoe Ghertner, chose to shoot the campaign in the historic courtyard of the Parisian art school l’Ecole des Beaux Arts in Saint Germain. A giant pink bouncy castle, custom-made in LA, was installed in front of the storied building. Rykiel girls Olympia Campbell, Roos Van Elk, Luz Sanchez Godin, Lily Nova, Manuela Sanchez and Xie Chaoyu were invited to play, bounce, lounge, be free! The result is a lively, joyful celebration in film and photo. Peter Miles has created a special 50th anniversary layout with the house logo presented 50 times to stunning graphic effect. Rykiel has long espoused the values of enjoyment and of spiritideness and this campaign is the perfect expression of those.