The Icons x Helena Christensen

THE ULTIMATE FEMALE GAZE

Helena fronts Coco de Mer’s Icons campaign as the new muse for the ever-evolving collection of luxurious and iconic designs. As well as being introduced as the face of Icons, Helena has art-directed and photographed herself wearing the collection from the intimacy of her home in New York in a bid to truly capture ‘The Ultimate Female Gaze’.

“I’ve been visiting Coco de Mer’s boutique in London for years and feel a great connection with their ethos of championing female sensuality and inclusivity. As a brand powered by women for women, I’m thrilled to be able to shoot the beautiful collection through my own female gaze and inspire others to celebrate their own sensuality. I truly immersed myself in the creative process as I wanted the shoot to be intimate, yet strong and empowering: ethereal yet confident. Together with Coco de Mer, I hope we inspire women to embrace their own desires and the empowering feeling you experience when wearing Coco de Mer.” - HELENA CHRISTENSEN

ARTISTIC DIRECTION

For this campaign, we encouraged Helena to embrace the process of self-shooting. She featured props such as mirrors, camera equipment and her natural home surroundings to further her unique narrative. Poses that evoke strength, natural beauty and joy were important to feel authentic to the feminine gaze. The lighting has a natural lo-fi feel, giving the viewer the sense that they are at home with Helena.

THE LOOKBOOK

Lookbook, Amber Sargent 2021

SOCIAL MEDIA STRATEGY

We slowly released our campaign images over June and July, keeping the communications of the campaign based in self-empowerment, confidence and the female gaze.

Due to the success of our video content, we asked Helena Christensen to shoot some lo-fi videos of herself on her phone for our social channels, which have performed very well.

For our Instagram stories, I gave the campaign its own branding aesthetic to differentiate it from our seasonal campaigns. the Coco brown background was teamed with our iconic gold lettering, soft animations and an editorial feel.

VM