Jessica Choay: Tie Me Up

Focusing on the precise moment when a woman reaches for a soft, silky, seductive piece of lingerie to put on, we know for a fact that something inside her changes, and that change is further reflected on the outside, in the way her confidence increases, in the way she walks bursting with attitude, in the way she knows the world can be hers for the taking. But since in real life throwing on a trench coat and walking out the door in pursuit of happiness is an unlikely scenario, we can count on Jessica Choay‘s designs to hold onto these indulging sensations, all while wearing clothes envisioned to become our personal extensions.

Jessica Choay tie me up

Click the thumbnails for full pictures:
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign
Jessica Choay Tie Me Up S/S '13 campaign

The unique approach of lingerie as outerwear, the most delicate fabrics chosen as to gently caress your skin, dresses you won’t want to take off anymore, this is what Jessica Choay’s Tie Me Up collection for spring / summer 2013 is all about. Inspired by bondage, but built along the lines of the delicate 1920s silhouettes, Choay’s line up plays upon transparency, subtle appeal, exploring femininity and coming across sexy, but never too revealing, teasing the senses and challenging the imagination.

Modeled by Pauline Moulettes and photographed by Lior Susana, with hair and make up by Davide Peirera Palos and Michele Catillon, the Tie Me Up campaign takes across the beautiful streets of Paris, because honestly no other city could better mirror Jessica Choay’s utterly feminine aesthetic. To witness the full campaign from Jessica Choay (jessicachoay.com), click on the thumbnails and proceed through the gallery.

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