It looks like Daisy Lowe is going to be MASSIVE for 2010. Her modelling career has been chugging along nicely for a while now, but her star is definitely still rising. For she has just been tapped as the new face of casual wear brand edc by Esprit. And if that wasn’t enough, Esprit’s Casual range is now being fronted by, wait for it, Julia Restoin-Roitfeld – the daughter of French Vogue’s Ed-in-Chief Carine Roitfeld!
Check out these gorgeous campaign shots featuring the girls. The edc one was photographed by Barnaby Roper in a car cemetery just outside LA. Basically, Daisy and her real-life boyfriend Will Cameron, who is the face of edc menswear, seem to be just chilling out in said cemetery looking all urban and free-spirited, which totally makes sense considering the edc brand is inspired by art, music and popular culture. Daisy looks gorgeous and we’re almost getting a Bonnie and Clyde idea from the car and desert back ground. Very cool.
The Casual campaign featuring Julia is shot in similar dry, dusty surroundings in the Californian desert. Reminiscent of earlier Esprit campaigns, a larger group of models strut down a lone desert highway, with Julia’s piercing eyes totally betraying her fashionista roots.
What do you think of the new campaigns? Does it give Esprit the edginess it’s after? Thoughts please.