2024-25 SYLVIA P Catalog USA digital page cover incl - Flipbook - Page 13
BEHIND-THE-SCENES
It all started with just one idea – a parachute,
a balance beam and a vast desert landscape.
To set the scene—our team took a road
trip to a magnificent and ethereal location,
way out west of the Californian skyline, to
a dusty desert nestled behind a low-set
mountain range. With the earth cracked dry,
flat as the horizon, the air temperature crisp
and cool like a winter frost—this is where
our campaign came to life. Chasing a sense
of elevation, the concept was to showcase
a gymnast’s athletic strength, grace and
determination, the campaign needed to feel
high-fashion, couture and elegant. All set to
this vast desert landscape.
After months of meticulous planning
and scheduling, sourcing models, props,
locations and handcrafting our collection—
our skilled back-stage crew took to
executing the vision alongside our team
of creatives. We flew in the parachutes
from Australia, trucked vintage gymnastics
apparatus in from middle America, and had
the timber backdrop custom-made. With
the props set, our world-class models took
to the stage, showcasing their strength,
skill, and sophistication—all while wearing
our glittering creations.
It was a day that started early in the daylight
hours and wrapped late at last light. The
result? A day #LikeNoOther.
See for yourself and turn the next page to
find out.
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