Who is Elettra Rossellini

by Leslie Bennetts May 2007

When your mother is Isabella Rossellini and your grandmother was Ingrid Bergman, felicitous opportunities come your way as naturally as enviable genes. And so Elettra Rossellini Wiedemann-whose parents were introduced by Bruce Weber at a photo shoot in the 1980s-was recruited as a model by the photographer when she was 19 years old.

But at 23, Elettra is now creating extraordinary opportunities all by herself. After reading Vanity Fair's Green Issue last year, she proposed an environmentally conscious new program to Lancôme, where she is following in her mother's footsteps as a spokesmodel. Inspired by "carbon free" programs that encourage people to reduce carbon-dioxide emissions in one location to compensate for those they create elsewhere, Elettra asked Lancôme to sponsor her air travel through Carbonfund.org, an international nonprofit organization seeking to reduce the threat of climate change by supporting renewable energy and reforestation projects.

"They calculate your carbon footprint, and how many trees it would take to neutralize your carbon emissions," Elettra explains. "I was shocked when I realized how many trees it took to zero out my emissions. I hope this will encourage other people to take a look at their carbon footprints and start thinking about ways they can reduce their emissions."

Meanwhile, Lancôme is embracing a range of eco-chic initiatives that include the launch of Primordiale Cell Defense, an antioxidant serum that helps to protect the skin against damage caused by pollution, UV exposure, and high temperatures. In partnership with Carbonfund.org, Lancôme will plant one tree for each of the first 10,000 bottles of Cell Defense that are sold.

Leslie Bennetts is a Vanity Fair contributing editor.

Photo credit: Elettra Rossellini Wiedemann, at the Central Park Zoo rain forest, in New York City. Photograph by Juliana Sohn.

Lancôme and the emerging design duo Rag & Bone teamed-up to create the summer's smartest t-shirt. This light-weight, limited-edition Carbon Free tee is made in North Carolina of 100 percent organic cotton and comes in two colors: Cloud and Carbon. Only 150 of these t-shirts will be available. All profits will go to the environmental organization Carbonfund.org. Suggested retail price is $50. Get one now!

Lancôme and Carbonfund.org recently embarked on a partnership to celebrate the launch of Primordiale Cell Defense, a serum that protects the skin against environmental aggressors. Through Carbonfund.org, Lancôme has "offset" the environmental impact of its spokesmodels' travel and it has planted 10,000 trees.

To learn more about the group, go to Carbonfund.org.

Lancome, the leading French luxury beauty brand, is thrilled to announce it has signed Elettra Rossellini Wiedemann as its newest spokesmodel. A student, model and world traveler, Rossellini Wiedemann personifies what it is to be a modern woman these days. Her energy, passion and joie de vivre make her a perfect personality for the French beauty brand, while the fact that she is Italian and Scandinavian on her mother's side, German on her father's side and American by nationality will serve her well as she represents Lancome in countries around the globe.

"Due to her cosmopolitan background, Elettra is a young woman of her time who lives in New York, regularly travels to Paris, which she loves, and always remains in touch with the world around her," says Odile Roujol, General Manager of Lancome International. "Simply by looking at her and listening to her, one knows that she will contribute her grace, intelligence and optimism to the Lancome vision of women."

Rossellini Wiedemann is no stranger to Lancome, as her mother, the actress and model Isabella Rossellini, represented the brand for 14 years. "When Elettra told me she had signed with Lancome, I felt as if I had reunited with a dear friend," said Rossellini.

Rossellini Wiedemann, with her luminous brown eyes, light brown hair and Audrey Hepburn-like charm, will be featured in advertising for a number of products, including new foundation, mascara and lip gloss. Her first ads, for skincare, will break in Asia at the end of 2006; other advertising campaigns will run worldwide starting in January 2007.

Rossellini Wiedemann was born and raised in New York City. When she isn't walking the runway for top fashion brands such as Alberta Ferretti, Bill Blass and Diane von Furstenberg, she can be found at college in Manhattan, studying politics, history and economics. During the first half of her summer break from school, she worked on her debut Lancome advertising campaign; during the second half, she volunteered in Africa at a world-renowned center for elephant conservation.

Like her mother, Rossellini Wiedemann never planned on becoming a model. When she was 15, a family acquaintance suggested she give modeling a try. Her first booking was for German Vogue and she subsequently appeared in top fashion magazines including American Vogue, Teen Vogue, Glamour, Ten, Harper's Bazaar and Another Magazine. This work has brought her before the lenses of such respected photographers as Bruce Weber, Nathaniel Goldberg, Pamela Hanson, Robert Erdmann, Ellen von Unwerth and Fabrizzio Ferri. Rossellini Wiedemann has been featured in Abercrombie & Fitch's quarterly catalog and ad campaigns for Salvatore Ferragamo, Bill Blass and Catherine Malandrino.

Rossellini Wiedemann, who is fluent in English, Italian and French, says the best part of her job is getting to travel around the world, see different cities and learn about other cultures. When she isn't working and studying, she keeps in shape by playing sports and doing yoga. She is a very active, open-minded and curious young woman who is conscious of social issues and has numerous interests, including art, science and the protection of the environment. --China Daily

Elettra Rossellini is "the muse of the brand" of Lamarthe and Rossy De Palma is the director of Lamarthe's new short film for the Winter 2007/2008 collection.

Pictured here is Elettra, Rossy and "Cult" the new Lamarthe designer handbag that is "a casual chic unstructured style."

BTW, I've written a lens on muses and a lens on the designer luxury brand of Lamarthe.

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