Philippine Leroy-Beaulieu Shines in Alexandra Golovanoff's Debut Campaign

In a vibrant celebration of style, Alexandra Golovanoff marks the 10th anniversary of her fashion brand with a striking new campaign featuring Philippine Leroy-Beaulieu, best known for her role in the hit Netflix series "Emily in Paris." This launch not only highlights Golovanoff's signature colorful cashmere sweaters but also signifies her ambition to broaden the brand's appeal internationally.

The campaign, which debuted on Tuesday across digital platforms, also features Sahteene Sednaoui, the budding model and daughter of Laetitia Casta. This casting choice emphasizes Golovanoff's vision of reaching a wider audience by bridging generational gaps in fashion. Photographed by Jody Rogac and art directed by Marie-Amélie Sauvé, the visuals aim to capture the essence of Parisian elegance.

As Golovanoff prepares to showcase her spring 2027 collection at Paris Fashion Week on September 29, she expresses her desire to expand her customer base. "We have customers who have been with us for 10 years, some owning up to 70 sweaters," she shared. "Now it’s time for the brand to be represented by other people and to take it to the next level."

In her portrayal of Leroy-Beaulieu, Golovanoff seeks to showcase a more authentic representation of Parisian allure, contrasting the stereotypical images often depicted in media. "I wanted to reveal how naturally cool she is — she wears no makeup and exudes a genuine energy that is aspirational," she explained.

Meanwhile, Sednaoui brings a fresh perspective to the campaign as she embarks on her acting career, embodying a youthful innocence that Golovanoff finds rare in today’s fashion landscape. "She possesses a purity that deeply moves and inspires me," Golovanoff remarked.

With global distribution across 40 locations, including key U.S. markets like New York and Atlanta, Golovanoff is strategically selecting partners to uphold the brand's integrity while minimizing overproduction. As she revives ten key colorways for her anniversary collection, including the signature green from her first knitwear line, Golovanoff is also venturing into tailored pieces and a collaboration with Hôtel Costes.

Joining the Paris Fashion Week calendar is a significant milestone for Golovanoff, who has battled impostor syndrome early in her career. "It’s a recognition of the work we’ve done and it gives me credibility," she stated, reinforcing her commitment to making a lasting impact in the fashion industry.

Source: wwd.com