Americana Manhasset 2020 Spring Campaign
February 13, 2020
AMERICANA IN WONDERLAND
AMERICANA MANHASSET 2020 SPRING CAMPAIGN
MANHASSET, LONG ISLAND – (FEBRUARY 2019) – This month Americana Manhasset debuts its 68-page Spring Fashion Book. Spring ready-to-wear, accessories and jewelry from the most coveted brands in the world are captured in a high style picture book starring top runway models He Cong and Kit Butler.
Photographed, produced and styled by Laspata DeCaro, the campaign was shot at various locations in and around Los Angeles. Inspired by the whimsy and fantasy of Alice In Wonderland, the setting is one of enchanted gardens and resplendent topiaries. Oversized mushrooms, blooming flowers and striking props appear in vivid, psychedelic colors alongside the season’s best looks. A quote from Dr. Seuss opens the campaign and sets the tone: “Fantasy is a necessary ingredient in living.”
In conjunction with the still images, Americana Manhasset has debuted a short film also entitled “Americana in Wonderland” starring He Cong and Kit Butler. Produced using stop motion animation, the piece is a wildly fun and fantastical romp through Americana’s version of Wonderland, complete with a Cheshire cat and a magical tea party.
Americana’s Spring Book is direct-mailed to 100,000 targeted households. The images and video are being featured in various print and digital media, including The New York Times and nyt.com. They are also being shown prominently throughout the season on americanamanhasset.com and on Americana’s social media channels.
“Alice in Wonderland was our inspiration, but the overarching idea behind this campaign is that fashion is a flight of fancy, a means of expression that can transcend reality,” said Charles DeCaro. “The collections this season have a real sense of charm, with each designer approaching that idea differently, whether it be through the use of bright color or fun prints or unexpected details and shapes. As always, while we had a clear editorial voice and a strong vision for this campaign, the fashion and the designers’ messages remain the focus. We shoot an appropriate image for each brand, from Chanel, Gucci and Celine, to Rag & Bone, Theory and Zimmermann, with each photograph also working as part of the whole.”
Americana Manhasset is a premier collection of over 60 fine shops, including Hermès, Chanel, Louis Vuitton, Gucci, Cartier, Ermenegildo Zegna, Van Cleef & Arpels, Bottega Veneta, Hirshleifers, Ralph Lauren, London Jewelers and more, all within a unique outdoor environment designed by renowned architect Peter Marino and landscape designer Oehme van Sweden. Americana Manhasset offers a complimentary Personal Shopping Service, a remarkable luxury fashion and gift resource. Located on Long Island’s beautiful North Shore, Americana Manhasset is 20 miles from Manhattan and 50 miles from the Hamptons.