Winter in Russia is not a joke. But neither is fashion and in Moscow you’ll see many a hardy lass in a LBD and heels braving the elements even as the mercury decides it’s time to shrivel up in a little ball at the bottom of the thermometer. So it’s better to start preparing your wardrobe for the season of ice and snow as early as possible.
The main Moscow department store TSUM has already launched their autumn/winter campaign featuring ’90s supermodel Cindy Crawford. The result of Ms. Crawford’s photo session will then be published in every Russian glossy magazine and fill the department store’s windows. In previous years Daria Werbowy, Naomi Campbell, Lara Stone, Milla Jovovich and other top models posed for famous fashion store’s campaigns.
The concept of this year’s shoot is very concise and simple. Catwalk diva Cindy is lying on the bed dressed in sexy underwear and designer clothes surrounded by ripe red apples. That’s how popular photographers Mert Alas and Marcus Piggott envisioned the TSUM A/W 2010/11 campaign. I have no objection to a chic duet, literally none, but I do wonder at the thermal qualities of that amount of clothing. Though Cindy looks divine and young again in the photos and cold weather is obviously no reason to lose one’s sense of style.
Collaborating with famous photographers and supermodels is another stage in the TSUM owners’ effort to position it as one of the world’s leading department stores, targeting customers who have the cash to splash.
Designers like Carolina Herrera, Rouland Mouret and Victoria Beckham exclusively presented their new clothing lines here. The owner’s hope that famous brands and names will attract more customers and publicity in the international press. Haute Living noticed the effort.