Monday, February 13, 2012


"For Spring 2012, Tibi's Amy Smilovic collaborated with two of her favorite muses for the Spring campaign. Swedish blogger Elin Kling took the lead with Amy on styling a runway show and the current advertising campaign featuring Wonderland UK Editor Julia Sarr-Jamois."

Tibi's Spring 2012 ad campaign is not a happy accident, but the result of a deliberate effort by the brand's founder, Amy Smilovic, to unite complementary aspects of fashion's new guard: new media. With styling by beyond-fashionable blogger Elin Kling--who has already designed a collection with H&M (launching February 3rd), and modeling by Julia Sarr-Jamois--the wunderkid editor of Wonderland UK, the campaign is a wonderful synthesis of fashion and new media.

"I chose Julia Sarr-Jamois for our Spring 12 campaign because I'm drawn to confident women with a strong sense of their own style. I think Julia embodies that and represents what I try and bring to the line each season." - Amy Smilovic

Former model Julia Sarr-Jamois is half French, half Senegalese, known for her good looks and regarded for her fashion sensibility. She "freely mixes Alaïa and American Apparel, Margiela with her favorite Marks & Spencer cashmere jumper, either towering stilettos or a pair of Churches brogues, 'the more battered the better'."

Click "read more" below for more pictures of Julia Sarr-Jamois for Tibi Spring 2011! Click on the label below for vintage Ad Fab posts!

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