Lydia Hearst (daughter of Patty) is the new face of luxury lingerie brand MYLA for Fall/Winter 2008. Shot by Ben Hassett – who has previously worked on campaigns for Pringle, Missoni and Loewe – the eight-shot campaign was inspired by the dark, seductive Hollywood glamour of 40′s. Featuring dramatic shadows and sensual fabric backdrops, the doll-like heiress looks pinup-perfect in various frilly silk-satin confections.

I turned up the volume with strong luscious colour and styling inspired by a dramatic 40′s mood, drawing on Film Noir Screen Sirens and classic Hollywood glamour,” explains Myla Creative Director, Franceska Luther about the campaign which will be unveiled in-store in August, and break in print magazines during December. “The collection features iconic new bra shapes to co-ordinate with retro hipster knickers and deep suspenders in silk satins, crepes and extravagant lace with an abundance of sheer frills and opulent details. The use of vintage mirrors and shadow gives the images a wonderful ambience and hand-tinted feel like a portrait by the artist Tamara de Lempica, highlighting the luminous skin quality and the contrasts of dark and light that is our brand identity.