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Happy Socks, the Swedish masters of bright and patterned under-footwear, have struck on a new idea: Have extremely fit dancers leap and extend various appendages while wearing the product. The result is a campy technicolor eyeful.
The photographer, David LaChappelle, doesn't sound entirely sure of what naked dancers have to do with printed socks, telling WWD, "It was really about the form of the dancers themselves, who star in the pictures, and the idea of the colorful socks and colorful backgrounds—and the happy feeling in the air." Regardless, it might just be the first time a sock ad has propelled anyone to the gym. Look for it on the Happy Socks site and in the brand's nine international stores, plus 14 pop-ups that open on November 1.
· David LaChapelle Lenses Happy Socks Campaign [WWD]