The advertising campaign for Spring 2013 took Lucky to the mountainous desert of New Mexico. Working with fashion photographer Alasdair McLellan for the second time, and featuring supermodels David Gandy and Isabeli Fontana, the campaign was shot at Georgia O'Keefe's Ghost Ranch in Santa Fe.

Dubbed "The Lucky Legends", the two-issue seasonal advertising campaign ran in Vanity Fair, Elle, Vogue, Glamour, GQ, Details, Harper's Bazaar, People Style Watch and InStyle Magazines, and was featured in the windows and in-store graphics of Lucky Brand's 200 stores across the U.S.