Kendall Jenner is embracing her feminine side

Kendall Jenner is embracing her feminine side in La Perla’s latest campaign.

Wearing looks from the Spring 2017 collection, Jenner—plus fellow supermodels IsabeliFontana and Liu Wen—poses for photographer Steven Klein. The concept: «The liberation of every woman from the need to suffer for beauty.»

La Perla

La Perla’s creative director, Julia Haart, designed the three models’ looks. Fontana, Jenner and Wen posed amid iconic feminist imagery, including a burning bra, a corset and shattered glass.

Haart, who assumed her role in August, personally selected Jenner «to interpret the highly innovative path that the brand has set out on,» a spokesperson said Wednesday. «Kendall’s contemporary charisma adds an unmistakable touch to every garment, simultaneously highlighting the modernity and the relaxed, self-assured elegance of each piece she wears.»

A spokesperson for the Italian label also said the ad campaign was «broken down into a series of images full of intense colors that focus on the luxury of the silks and the exclusive fabrics.» The goal, La Perla said, was to «represent the soul not only of the lingerie garments, but also of the new ready-to-wear collection, which has marked Julia Haart’s arrival as creative director.»

La Perla

Haart, who succeeded Brazilian wunderkind Pedro Lourenço, explained her vision two months ago in an interview with Vogue. «What we’re trying to do with this ready-to-wear collection is to bring something newer to the market. I think women want a new choice, and what I mean by that is I think women have been told their entire lives that you have to suffer for beauty,» Haart told the magazine. «Well, I don’t believe in that, and I would like to give women a new choice.»

Haart was tasked with revamping the 62-year-old label. «I love that La Perla has this sexy, sensual kind of image, and I certainly would never want to change La Perla’s DNA. My idea is that you can embrace your femininity and it doesn’t have to be only in your undergarments,» the creative director said. «If you’re wearing a suit, a dress, it should be molded to a female form while still being professional, beautiful, chic, elegant—one does not negate the other.»

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