1 posts tagged "Palter DeLiso"
“It’s like my wedding day!” exclaimed Palter DeLiso cofounder and president Lauren Bruksch. “Except in this case, I’m the groom, watching Karen [Elson] walk down the aisle.” Bruksch is talking about the recently relaunched luxury shoe brand Palter DeLiso’s premiere millennial campaign—a retro-futuristic vision of a woman (fiery-locked Elson) embarking on a rather glamorous excursion from JFK’s currently out-of-commission Eero Saarinen-designed TWA Flight Center, all the while wearing some very cared-for pumps. Along with her cofounder, creative director Taz Saunders, Bruksch’s been planning and anxiously awaiting the campaign shoot day for months now, and it’s here at last. Elson, who is being shot by fashion photographer Ellen von Unwerth, is decked out in a fifties-style Roland Mouret dress and cherry-red Valentino cape, preening and waving as the camera clicks. Her feet, of course, slide into Palter DeLiso’s Fall ’14 heels—first, an ink-drop-stained pair of slender pumps and, later, a classic nude heel.
“I think the thing that we immediately realized is that [ours] is such an authentic story,” said Bruksch of the brand, which was initially founded in New York, in 1927, and later credited with inventing the peep-toe slingback. “I feel like there are so many brands that pop up and say, ‘Luxury this’ or ‘American heritage.’ Palter DeLiso has such a clear tie to the heritage, and it’s remaining really true.”
For Ellen von Unwerth, reviving—and modernizing—the Palter DeLiso image was all about creating a story of stylized adventure. “You know, this is an old brand from the fifties, so we decided to find a location that has a little bit of that aspect, but is also photogenic and interesting and can create a story—the woman traveling,” explained von Unwerth between shots. “So we pulled pictures from the fifties, of Avedon or Marilyn—you know, the pictures that make us dream. [For] me at least.”
In its first life, Palter DeLiso was photographed by Richard Avedon, Richard Rutledge, Karen Radkai, and others. The behind-the-scenes images from the new campaign debut here. Bruksch and Saunders hope the final products will embody the spirit of the original ads. That said, Bruksch insists, “Now, it’s less about looking to the past and more about, had the brand never gone away and never eclipsed, who would Palter DeLiso be today?”