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The Star Effect Is &Nbsp.

2010/6/29 10:17:00 83

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This autumn and winter

fashion

In the brand advertisement, the model has won the overwhelming victory and recovered the site which was once occupied by the star.

The brand and designers finally realized that the star effect was very short and the model was the more reliable choice.

Madonna

shot

Dolce &Gabbana advertising blockbuster

Fashion models, this is the best job for professionals.

2010 in autumn and winter, the above logic is generally applicable to European designer's fashion advertisements. In the scramble for endorsement contracts, the supermodel completely defeated the stars.

During the boom of luxury goods, the intimate relationship between fashion and Hollywood has cooled down.

While American designers always prefer models to the selection of advertising spokesmen, this autumn and winter are no exception.

In fact, supermodels almost swept all the brand endorsement contracts of the season except for Dolce &Gabbana, which was renewed with Madonna.

Yves Saint Laurent advertising blockbuster

"What I need is an attitude with only an excellent and experienced attitude.

model

To bring it.

Yves Saint Laurent, the design director of Stefano Pilati, who worked with supermodel Daria Werbowy in an advertising blockbuster, said, "professional models can perceive clothes and associate them with a fashionable view."

Gucci perfume advertising

"I think this is a very modern way," Frida Giannini, the creative director of Gucci, agreed. She used the supermodel Raquel Zimmermann with her statues and face as the protagonist of autumn and winter advertisements.

Another problem with using stars is that they are often associated with a movie. In contrast, I want an impressive and new face. She has nothing to do with anything.

Whether it's music or Hollywood. "

Giannini said that stars are suitable for special products.

For example, Rihanna appeared in the advertising campaign for Gucci fundraising for UNICEF in 2008. James Franco has also taken Gucci's men's perfume advertising.

"Franco played a role and I am very happy to work with him.

But we used models in the advertisement of Flora perfume, and the results were very good, "Giannini said.

"There are no hard and fast rules in this matter, but you have to consider who your target customers are."

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Five degree advertising star Vanessa Paradis

Karl Lagerfeld has to choose models for many brands of advertising blockbusters each season, including Chanel (Freja Beha Erichsen, Abbey Lee Kershaw and Brad Kroenig), and Kershaw (and Beha), as well as its brand.

"Why are they? Because I love them: they have the right appearance and taste."

Freja BehaErichsen has become a regular team for Chanel, and her contract includes the next season's spectacle advertising.

Lagerfeld warmly praised her: "I think she is the most modern girl, the most elegant person.

Anja Rubik has also been advertising for Fendi for two consecutive seasons, and she is also excellent -- so suitable, so modern, like Iris Strubegger.

For Lagerfeld, the only exception to the full model lineup is the ambassador of Vanessa Paradis, Chanel.

Out of the appreciation of her Rouge Coco lipstick ads, Lagerfeld decided to keep her in the handbag advertisement this summer.

Lagerfeld has noticed that there are not many "stars" that are suitable for advertising.

More importantly, the overexposure of celebrities in tabloid magazines will make people tired of red carpet and stars themselves.

"I like models, and a lot of good models have sprung up recently."

He said.

"Change is necessary. Stars now want to have their own clothing brands, their own perfume."

Supermodel Anja Rubik deduce Fendi advertisement

To be sure, the results of fashion and perfume brands from stars are good and bad -- from Angelina Jolie to St. John, to Scarlett Johansson and Louis Vuitton, but this kind of cooperation is usually not long lasting.

Tilda Swinton has recently worked with Pringle again, and Vuitton has recently started to use professional models again.

It is reported that the protagonists of Steven Meisel's autumn and winter advertisements for Vuitton in New York are Christy Turlington, Karen Elson and Natalia Vodianova.

Meanwhile, Balenciaga announced that this season's ads include 10 models, including Karen Elson and StellaTennant.

"There is no reason why stars appear so frequently in brand advertising.

Today, it is no longer enough for a star to praise the advertisement of a product.

AntoanetaMetchanova, Paris art director of Ogilvy & Co.

"Fashion brands are beginning to realize that using models is a better way to influence a product.

Let the model do the work of modeling, when there is a good idea, or a story is especially suitable for a star to deduce, then cooperate with the stars.

Robert Ferrell is the director of celebrity and brand packaging in Paris Marilyn company. He believes that celebrities can play a very important role in advertising, but "we must be reasonable and credible."

It doesn't mean that if you take a Oscar prize, you can help a company increase sales.

Ferrell said that the reduction of celebrity advertising is definitely related to the economic crisis, because once an advertisement has stars, the budget will increase by two to three times.

In addition, there are few celebrities with a strong appeal. "You must understand that although a movie star sells well, the lower part is not necessarily there, and it may still fail."

Supermodel Sasha Pivovarova in Just Cacalli advertisement

Today, fashion brands are driven by "determined value". Most of them focus on sophisticated, highly appealing senior supermodels, such as Kate Moss, Naomi Campbell, Claudia Schiffer and Eva Herzigova.

"Especially in such an economic environment, the brand is sure to earn every penny of its money."

Ferrell said.

A recent example came from Estee Lauder. They made the regular guests of the show, French model Constance Jablonski and the first Chinese model in Estee Lauder history Liu Wen joined the ranks of Hilary Rhoda, Carolyn Murphy, Elizabeth Hurley and Gwyneth Paltrow, becoming the latest spokesmen for the whole ball.

Advertisements for autumn and winter in Roberto Cavalli were taken by Mert Alas and Marcus Piggott in Palm Springs. The model again used Gisele B Lu ndchen.

"We chose to cooperate with her again because she was a model and a star, and she was very special."

EvaCavalli said.

"Stars tend to overshadow their clothes. If it's just a brand advertisement, it's also good.

And models are easier to shape and better interpret clothes, especially those experienced models.

This is not only about beauty, but also on personality.

We worked with SashaPivovarova in the Just Cacalli advertising. Before the camera, she looked so beautiful and almost completely changed.

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Kate Moss designed its own bag endorsement.

Stefano Pilati also invited some French actors to join the YSL advertisement shot by Juergen Teller palm mirror, but he said: "in general, I prefer to use the top models. They can make a simple pair of trousers a fashion item that adults envy."

"The female stars are very good, but they are not models. It's not easy to be a model."

Pilati explains, "actors have their unique posture, but that's not a fashionable gesture.

For me, a fashion model must be a model, otherwise it would be a portrait.

In the eyes of Pilati, a successful fashion advertising blockbuster is a professional dialogue.

"I am responsible for designing fashion, and models know how to interpret them, and photographers know how to photograph them."

Pilati said, "fashion dreams come from here."