Naughty New Image For Passionata Lingerie Courtesy Of David Lachapelle

French lingerie brand Passionata unveiled its newly revamped brand image yesterday at Le Crazy Horse in Paris. For the occasion, they pulled out all the stops including a performance by Le Crazy Horse's in-house burlesque beauties and most notably the premiere of a short advertising clip by edgy contemporary artist David Lachapelle featuring Brazilian model Isabeli Fontana.

As you may have noticed, fine lingerie departments of most department stores are crowded these days with a myriad of options and so brands have to try a little harder to get our attention. In this respect, I don't think Passionata could have chosen a more effective combination: Sultry model Isabeli Fontana, a rocking horse sculpted from a block of ice and a visually lush mise en scene signed by Lachapelle. I leave it to the pop psychologists among you to peel back the layers of Freudian sexual symbolism involved in this new ad campaign. Lachapelle who enjoys a rare combination of critical acclaim as an artist (a retrospective of his work is currently on display at Milan's Palazzo Reale) and commercial success as a photographer and director (including eye-popping music videos for Jennifer Lopez and Gwen Stefani) does not disappoint. His signature mix of bold colors and provocative imagery creates a very effective backdrop to the sexy fairy tale depicted in this ad campaign. The result is the transformation of a good quality mid-range lingerie brand into a cooler, edgier product more likely to appeal to younger, affluent clients. To check out Passionata's naughty new image, please click on this link.