Koray Birand : LAURÈL's Winter 2010 collection world in Dubai's legendary desert landscapes

LAURÈL the international fashion label has booked photographer Koray Birand to steer its brand image in a new direction. The premium label, inspired by never-ending desert landscapes, dreams from a thousand and one nights and eye-catching contrasts, chose Dubai as the setting for the Winter 2010 collection shoot.

The campaign sees LAURÈL continue to steer its brand concept in a new direction. The shoot took place in the impressive dunes of Dubai. The location and its vast, sparse sandy landscapes created an edgy contrast to the feminine and urban collection. The focus was placed on fierce looks, bold colours and luxurious materials.

LAURÈL and Koray together decided to shoot the ‘Power Glam’ collection on a hot location – which, on first glance, seems unusual for a winter production. However, Dubai quickly turned out to be a good ‘source of contrast’.

The extreme monotone desert landscape enables the product to capture the viewers attention. The challenge was to realise a visual world, not yet seen by the LAURÈL brand and to add a touch of magic to chief designer Elisabeth Schwaiger’s creations.

The individual looks were presented by top model Sophie Holmes. Veronique Tristram took care of the styling and OLIVER Szilagyi c/o STERNENFÄNGER perfected the hair and make-up.