We <3 Lover's First Campaign

Our fave Aussie label, Lover, just made major waves in the biz, with the arrival of its first-ever campaign. Despite having served up pretty-perfect collections since 2001, the Sydney-based brand has, until now, never satisfied our editorial appetite with real imagery. Clearly, it was saving itself for something extra special: the fall ’13 collection, shown in all its lacy glory by British beauty Karen Elson.

With sensuous lighting and ethereal beauty, the campaign is right on-brand — pretty, personal, and intimate. Tapping the red-haired rose as the face of its dreamy ads, one-half of the design duo, Nic Briand says, “She was at the top of our list, but it was an ‘in your dreams’ kind of thing.” Further raving about the singer-songwriter, he defines her as one of its “all-time fantasy muses.... She’s up there with people like Charlotte Rampling and Jane Birkin.” Serious admiration! Okay, we'll admit — we adore her, too. (Style)