Versace Advertising Switches From High-Profile Celebs Back to Top Models
Juan Carlos Bonilla — February 27, 2007 — Fashion
References: versace
After three seasons trusting in celebrities like Madonna, Demi Moore and Halle Berry, Versace has decided to return to its origins - using top models.
The company, along with Louis Vuitton, made their bet on top models for their autumn-winter campaigns. The list included: Christy Turlington, Kate Moss, Angela Lindvall, Carolyn Murphy and Daria Werbowy. After the success of this campaign, Versace has continued betting on the tops this spring-summer. They repeat Carolyn Murphy, Angela Lindvall and Kate Moss, and have added Carmen Kass. The three blondes have stood before the camera of Mario Testino in an apartment in Manhattan along with British actor Jonathan Rhys Meyers and Doutzen Kroes.
The company, along with Louis Vuitton, made their bet on top models for their autumn-winter campaigns. The list included: Christy Turlington, Kate Moss, Angela Lindvall, Carolyn Murphy and Daria Werbowy. After the success of this campaign, Versace has continued betting on the tops this spring-summer. They repeat Carolyn Murphy, Angela Lindvall and Kate Moss, and have added Carmen Kass. The three blondes have stood before the camera of Mario Testino in an apartment in Manhattan along with British actor Jonathan Rhys Meyers and Doutzen Kroes.
Trend Themes
1. Model-centered Advertising - Companies are shifting their advertising focus to top models instead of celebrities, creating opportunities in model management and fashion retailer industries.
2. Retro Branding - Versace's decision to return to its roots with model-centered advertising could create a trend of retro branding, presenting an opportunity for branding and marketing agencies.
3. Nostalgic Fashion - The return of top models could signify a trend of nostalgia in the fashion industry, creating opportunities for vintage and second-hand clothing retailers.
Industry Implications
1. Model Management - As companies seek top models for their advertising campaigns, model management industries have a unique opportunity for growth.
2. Fashion Retail - As companies shift their advertising focus to top models, they may also shift their retail focus to cater to nostalgic fashion trends, creating opportunities for fashion retail industries.
3. Marketing and Advertising - The trend of retro branding could create new opportunities for marketing and advertising agencies as companies seek new ways to engage with consumers on a more personal level.
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