The 1980s were a mixed fashion bag for Britney Spears. "I used to wear big bows on top of my head," the pop star said on the eve of her first luxury fashion campaign debut. "I mean, ugly was the way to go in the '80s, it was all just completely obnoxious -- but there was also something so refreshing about that and the fact that we didn't care what anyone thought about our clothes."
When Kenzo's creative directors, Carol Lim and Humberto Leon, reached out to Spears about becoming the face of their second nostalgia-based La Collection Momento for Spring 2018, the star was game. The collection is a tribute to the debut of Kenzo Jeans in 1986.
Britney Spears, now a 36-year-old working mom of two, shines brightly in the campaign shot on location in Los Angeles by Peter Lindbergh. “This collection is very youthful,” says Spears. “We had fun on set, even though it was a bit weird for me at first. I am used to shooting in a studio or a small space, and this was on the street. We were out there and I had really promiscuous clothes on, which felt odd, but, of course, on film it turned out to be really cool.”