The Lida Baday SS 2012 campaign is soft and eerie, with an overwhelming elegance woven into contemporary looks and effortless style. Lensed by photographer Chris Nicholls, the editorial is a vision of ghostly beauty. The cloudy, matte grey background accents the subtle color scheme of the line. Model Dani Seitz's long blond tresses wisp through the photographs like glowing extensions of her aura. Her doll-like blue eyes gaze into the audience with a mysterious curiosity and seemingly hard-earned wisdom.
The shoot was outfitted by stylist Justin German. The line boasts a highly contemporary edge, while exuding a classic sense of style. The tailoring of each piece is done to perfection, allowing structure and sensibility to balance. The looks are simple, yet highly expressive and emotionally charged.