Alexa Chung is her usual cool, chic self in the Fall 2012 campaign for Maje. Unfortunately, the clothes are either excluded in favor of black and white beauty shots of Chung or are upstaged by a bright white birdcage. Excellent product placement for kitsch birdcage manufacturers, not so much for Maje clothing. What do you think? Isn’t the first rule of advertising photography to place the spotlight on the product? Or is it refreshing to see a more artistic approach?