The brand For Love and Lemons recently launched a new creative campaign for fall
2023. The campaign took us on a trip around New York city following two of their favorite fall
muses, Alina Timo and Jordan Daniels, who showed us each of their versions of the fast-paced
and vibrant city.
Love and Lemons is an all-women run business founded by Laura Hall and Gillian Rose
Kern, who grew up together in a rural town in wyoming. They started their business endeavors
together with just a tiny lemonade stand and now run an acclaimed clothing brand, with which
the name of the brand pays homage to their modest beginnings. For Love of Lemons emphasizes
the countryside fashion aesthetic of lace, floral, whimsical and dainty pieces. The brand is most
famous for their chic dresses, mini-skirts, sets and lingerie. They also utilize the clash of colors
and patterns in a way that aesthetically works together. For Love and Lemons has partnered with
brands such as Urban Outfitters and Victoria’s Secret, helping it grow in success.
The ‘New York, I Love You’ campaign first features model Alina Timo and photographs
her in various locations around the city. The shoot first brings the country aspects into the city
with the model wearing a striped oversized blue poplin shirt and an embroidered daisy underwire
bra. The pastel colors in the bra give it a feminine feel. The model is seen walking with her dog
and a bundle of flowers that she picked up from a farmers market. These elements go well with
the casual aesthetic of this outfit.
The next outfit features a white eyelet bustier with ruffle straps and small bow detailing.
The bustier is paired with a charming brown knee length skirt with a polka dot pattern. This
outfit has a cottage core aesthetic– very simple but dainty. It also has elements of fashion seen in the 1950’s with the polka dot midi skirt. This outfit was photographed in a local bookstore and outside of a quaint coffee shop, again representing the quieter, local and authentic side of New York City. This outfit radiates a quiet confidence and is bound to catch many eyes. The model is next photographed outside of a butcher shop in a slip dress made with a rose printed mesh. A beautiful detail added on the dress is small pink gingham bows, tying into the cottage core aesthetic. A pink striped poplin shirt is paired with the dress, similar to the one
seen above. The contrast between the feminine clothing and the brute butcher shop makes an
artistic statement, possibly playing at the fact that this style or aesthetic of clothing is not as
common in the city. The model is accessorized with headphones and a newsboy hat, which are
both more urban fashion pieces. It may represent two worlds coming together into one new and
contemporary aesthetic.
The second model photographed is Jordan Daniels. She is first dressed in a three piece set
made of faux mohair material, garnished with rosebud details. The set consists of a cardigan,
halter tank top and a mini-skirt with ties that wrap around the waist. She is photographed on a
city avenue garnished with flowers. This outfit really stands out because it can resemble the
natural beauty that can be found in the great manmade city, such as places like Central Park. It
also includes the pastel theme carried on throughout the whole campaign. The outfit is
accessorized with more urban pieces like large hoop earrings and a newsboy hat.
The model is next seen draped in a stunning satin applique lace top with a ruched bust
panel. The top has corset detail and satin bow straps. The top is paired with a satin midi skirt that
has a tonal polka dot pattern and an asymmetrical lace inset panel along the hip. It has a ribbon
tie at the waist. The model stands in a high rise city apartment in front of a window overlooking
the city. This outfit seems to play more on the ballet core inspired trends we have seen in fashion
as of recent. This style evokes grace, romance and beauty.
In a quick change of scenery, we are taken to what is seemingly downtown as the model
strolls through the city carrying a bag of groceries. This photograph gives a candid look as the
model glances over at the camera while on the phone. She is wearing a floral pleated mini skirt
with an adjustable belt. She wears floral sheer tights and white pointed toe heels. A matching top
to the skirt is also worn. A graffitied building can be spotted in the background of the photo,
showing yet another aspect of New York which is the expressive art form. Graffiti is seen by
society as a symbol of rebellion, and the model is seen walking with confidence in the clothes
which signifies that she is unafraid to take fashion risks and stray away from the “norm”.
The campaign has included many small easter eggs to stereotypical “touristy” locations in
New York City, including the Statue of Liberty in this next outfit. The model wears a foam statue
of liberty headband along with a floral printed dress with lavender lace stockings. The shoes
compliment the dress perfectly, being an off-white yellowish hue and containing floral
embellishments on the front and back of the shoe. The shoes tie up over the stocking which adds
interesting character to the outfit. The dress has an old-fashioned floral pattern, almost looking
like one of which could be on a wallpaper in an old-fashioned home.
The last outfit featured in the campaign is a black and white blouse with black inset lace
trimming visible throughout. The blouse has bow eyelet detailed fabric and pin-tuck detail along
the bodice. The blouse has vintage doll vibes as it has puffy sleeves and a scooped neckline. This
dressy blouse is paired with black sheer lace leggings and black strappy heels with red bow
details. The photographs embrace a simple mode of public transportation, the bike, in the
bustling city of New York. It’s a true talent that the model is biking in heels; sometimes you have
to do what you have to do for the sake of fashion.
The campaign displays the love for the City of New York through statement fashion
pieces brought to life by the city environment. New York is not just a place, it's a feeling of
excitement and free-spirit which was embodied in the collection. The models embrace a
country-esque vintage look with lace eyelet corsets and blouses, poplin shirts, floral patterns and
flowy lace skirts while also donning ballet core inspired pieces garnished with satin bows and
lace tights.
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