Tzenkoff

As part of an on-going aim to retain the loyalty of existing clients, while simultaneously attracting new devotees to 123, highly-respected photographer Greg Kadel was invited to shoot a bold, new campaign which would address this two-fold mission.

Kadel’s distinctive editorial work regularly appears upon the pages of esteemed publications including Numéro, Vogue China and Harper’s Bazaar, and for this project he moved proceedings away from studio-based work, instead shooting a series of evocative and unapologetically-sensual images in the shimmering, sun-kissed locations of Los Angeles and Malibu.

An iconic sense of hushed elegance was deemed the most appropriate of interpretations for this advertising campaign – shot by photographer Greg Kadel, within a discreetly-chic apartment.

Inspiration was found among timeless blonde beauties of the silver screen – Kim Novak, as proposed through the lens of Alfred Hitchcock, for example – or Faye Dunaway and Grace Kelly, in their classic Hollywood guises.

The resulting images collectively offered an updated interpretation of this aesthetic; nodding to the past, but whispering – most seductively – about the here and now.

Greg Kadel’s photographs showcased the latest covetable accessories from 123 with a seemingly-effortless sense of grace and modernity.

Starkly shot against a white backdrop, one’s attention is duly engaged by an expertly cast model – whose carefree energy contrasts pleasingly with the various desirable accessories, which are successively revealed throughout these sophisticated images.