This Week in Fashion | July 31

1. ‘Fifty Shades of Grey’ the inspiration behind new fashion ad campaign

Marc New York, a division of American luxury label Andrew Marc, is drawing inspiration from the best-selling novel Fifty Shades of Grey for their first ad campaign. The ads are set to debut in Glamour and People Style Watch this September. It features 2008 Miss Universe winner Dayana Mendoza and former Scottish rugby player Thom Evans in a shoot that evokes the steamy romance between the novel’s leading characters, Ana and Christian.

2. Fashion Olympics at the Olympics

There was no shortage of big name designers at Friday’s 2012 Summer Olympics opening ceremony. Just to name a few: the American team wore Ralph Lauren, the Jamaicans wore Cedella Marley, and the Italians donned Armani and Prada. Canadian athletes wore uniforms designed by Hudson’s Bay Company, a trademark of Canadian merchandising. Some designers whose name did not appear on official Olympic gear have opted to instead promote their brand in other ways; for instance, Karl Lagerfeld recently launched an Olympic-themed women’s wear collection.

3. Gucci’s latest shoot featuring Monaco royal

Italian fashion house Gucci’s “Forever Now” campaign has seen its latest installment with a set of black and white photographs of Charlotte Casiraghi. Photographers Inez Van Lamsweerde and Vinoodh Matadin were selected to photograph the Monaco royal. Casiraghi is shown wearing horsebit-adorned loafers, an iconic embellishment first used by Guccio Gucci on the brand’s handbags in the 1950s.

4. Tilda Swinton to star in futuristic fashion film

Actress Tilda Swinton will star in a futuristic fashion film produced by French photographer Katerina Jebb. The film, titled “The Future Will Last a Very Long Time”, will feature the actress in a white lab coat, white gloves, and nude pumps, searching through Musée Galliera’s achieves The artistic presentation will be shown at the Festival d’Automne à Paris (the Paris Fall Festival).

Julianne Keu