More information about the 2010 campaign of Candie's!

Britney Spears, seen through the eyes of Annie Leibovitz, Terry Richardson and Mark Seliger, is back for another campaign with Candie's.

At the end of last year, the Princess of Pop was clicked separately by three photographers at Paramount Studios in Hollywood, all on the same day. Each photographer had his own studio set up and the first to receive Spears was the modest studio of Terry White. Surprisingly, the two did not know, so they spent the first 10 minutes just talking and taking pictures together. Terry brought a collection of stuffed animals that Spears wore during the test, which even included a donkey and a chicken, but the main photo is the star holding a teddy bear on your shoulders. "A wonderful test like this is an honor", said the singer.

Then Britney was Leibovitz for what seemed at first glance one of his famous portrait sessions. But Britney said she wanted to play and Leibovitz agreed. "It's a different feel to a portrait of Annie", says Dari Marder, chief marketing officer for Iconix Brand Group Inc., which owns the Candie's brand.

Spears ended the day with Seliger, more elaborate the set of three, who Marder described as being inspired by Moulin Rouge.

Marder said Spears continues to resonate as the "Candie's Girl", and so the brand is changing its usual strategy of presenting a new model every year. Previous campaigns have brought Fergie, Hilary Duff and Jenny McCarthy. "It's hard to say whether sales are marketing or pricing, but it was one of our best years", said Marder about the campaign for Britney in 2009.

Ads with Spears will be released in the April issue of Seventeen magazine, in four pages, and an announcement of a page in the magazine Teen Vogue. On the Web, images are displayed on the site of the Candie's brand and social networking sites that Spears uses, such as Facebook and Twitter.

Marder declined to disclose the cost of the campaign, but the hiring of Leibovitz, Seliger and Richardson had a very high price. "We really had to give up control and let them do their jobs!"

She also hinted that we have more news to come in the second half with Spears, but unlike last year, will not be related to a tour. We will have to wait to find out!

Check out all the photos and test scenes, separated by photographers.

Annie Leibovitz

Scenes