Advertising is deception. And yet, in this stage of late capitalism, advertising is perhaps the most honest, uncompromised form of communication in practice today. There is reasonable expectation after all that advertising is in the business of selling something, a luxury good, service, something, anything. The Sonia Rykiel advertising campaign for Fall 2018 is selling something and is likely to have its target demographic onside with the casting alone that includes real life friends Grace Hartzel and Lili Sumner. Photographed by Angelo Pennetta and styled by Fran Burns, the campaign extends the very energy of that night back in March when Bananarama took to the stage following the Sonia Rykiel runway show and helped transform the occasion into a something that more resembled a party than a staid collection unveiling. That night six months ago in the French capital was something of a celebration of the free spirit of Parisian women. Grace and Lili are no strangers to Paris and thus make this advertising campaign worthy of praise in every sense.

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Credits include: Client, Sonia Rykiel; Campaign, Women’s Ready-To-Wear Fall 2018; Creative design, Julie de Libran; Photography, Angelo Pennetta; Styling, Francesca Burns; Hair, Cyndia Harvey; Makeup, Thomas de Kluyver; Casting, Adam Hindle.

Grace Hartzel & Lili Sumner for Sonia Rykiel Fall 2018 (Photography: Angelo Pennetta)

Grace Hartzel & Lili Sumner for Sonia Rykiel Fall 2018 (Photography: Angelo Pennetta)