For one of the first times, Leandra is not in front of the camera but has instead done the creative direction for the shoot, from look selection and styling to location and model, Leandra has been involved in each step of the production.

The campaign was shot in different locations throughout NY with photographer Stella Asia Consonni.

"lala Berlin represents a sense of humor and playfulness, a perfect combination for the American market and styling the Spring collection was a treat." - Leandra Medine Cohen

The launch was celebrated on February 7th in New York.