I think this, and other images from the campaign (yes, even of Inez van Lamsweerde, nude and in Pucci-esque body paint, french-kissing Vinoodh, her husband), capture the romantic mood of the clothes from Lanvin's Spring 2010 collection.
Nothing is ever that serious. The attitude, most characterized by the threaded hems, is playful. So even if the fashion-photographer couple has done similar images before, I see no problem of them once again letting the public in to their personal relationship, which I feel is the content of these images, besides the clothing.
There is light music in the air, as easy and transparent as the sheer fabrics...