Derek Lam shot his first ad campaign in San Francisco last week. He and most of his contemporaries have managed to make do without advertising in the past, but this month we've seen Rodarte's proper campaign debut in V and Zac Posen's first ever ad, for Spring 09, shot by Ellen Von Unwerth for Spanish Indie mag Fanzine 137. Lam's going a more traditional route launching his ad in the August issues of Bazaar, Vogue and Elle. Solve Sundsbo shot Karmen Pedaru on the beach at Pier 59 wearing the brown fur coat and suede bag from look 9. We love seeing the ads, but wonder if they're worth the precious pennies. We'd bet no one's reading V and learning about Rodarte for the first time or that the woman reading Vogue's going to buy Derek Lam now that an ad's alongside his editorial presence. Meanwhile, who's next? Proenza? Alex Wang?