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Joan Smalls, who “epitomises the Prabal Gurung woman in so many ways,” fronts the label’s S/S 2013 campaign.

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When a designer says you’re the epitome of his label’s quintessential woman, that’s decidedly high praise. Such is the case with model Joan Smalls, and her longtime designer friend Prabal Gurung.

Considering their personal relationship, it’s no surprise Prabal chose Joan to front the Prabal Gurung Spring 2013 ad campaign. His gushing words about Joan to Vogue UK though, are what bring life to the campaign images, the Joan/Prabal friendship, and the Prabal Gurung Spring 2013 collection.

He tells Vogue UK:

“This season was about celebrating the woman we design for, that woman who has an innate ability to command attention, but in a subtle way – the woman who does not need fashion to garner attention, but rather uses it to enhance what is already there. Joan in so many ways epitomises this.”

That subtle ability of Joan’s to command attention comes through quite effectively in the images created for the campaign, which are arguably some of the most striking photos of Joan’s career.

Lensed by photographer Daniel Jackson and styled by Tiina Laakkonen, the Prabal Gurung spring 2013 campaign is proof of the magic that can be made when you combine a great designer, a great model, and a great creative team.

[ photos, quotes: vogue.co.uk ]