With the appropriately named "Avant," the new ad from L'Idée Woman for the Summer 2024 collection transports us to a gorgeous Tuscan summer. Under the artistic guidance of director and cinematographer Cheyne Tillier-Daly, photographer Jacqueline Giltrow captures the spirit of the season with an array of photographs that are full of opulent fabrics, striking pleats, and the alluring backdrop of Villa Nemora, an estate located in the heart of the Chianti region.The ancient appeal of the home itself serves as inspiration for the campaign, which takes advantage of the lush beauty of the Tuscan countryside. Models Lucy Markovic and Samira Philipsen exude a subtle elegance, with their forms adorned in jewel-toned items that highlight the trademark cascading pleats of L'Idée Woman. A sense of timeless refinement is created by the interaction between the flowing fabrics and the artistic and architectural aspects of the villa, which Giltrow has captured with great attention.