Eleven Paris makes its return with Pamela Anderson as muse

Eleven Paris hopes to return to its roots to revive the brand and naturally, a mega campaign is all part of that.

Relaunching under the guidance of Vog group, which became the brand's new owner after entering into administration, the Parisian label is looking to show the world that all is well and good, and is doing so with a campaign of big proportions, just days before heading to the Who's Next trade show.

Fronting its women's collection, Eleven Paris has tapped Pamela Anderson, while Gabriel Kane -- the model, singer and son of Isabelle Adjani and Daniel Day-Lewis -- fronts the new men's collection. Shot by photographer Mathieu Cesar, both celebrities are wearing the brand's transitional collection, in anticipation of the brand's true relaunch for spring/summer 2018.

But the revival of the brand and its image has indeed been set in this ad campaign, according Dan Cohen, co-founder of Eleven Paris, who Vog group kept on after the acquisition.

"We are completely in tune with our urban spirit, with this very nineties feel," said Cohen. The ad imagery is primarily being launched this month in September, firstly across major press publications, but also in the streets and in the Paris metro.

Marking its returning, in the literal and figurative sense, Eleven Paris is slated to show at Who's Next, held from September 8 to 11. "This is where we started, so it makes sense for us to come back as we restart the story," said Cohen.

At the same time, while working the wholesale network, the brand is sticking to its retail plans. It has reopened six of its former shops and will soon have a seventh in Cannes, France. New Eleven Paris addresses are also in the works for the west of Paris for the end of the year.

Eleven Paris makes its return with Pamela Anderson as muse

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