Fall Campaigns Feature Mendes, Moss in New Light

June 17, 2009 • Fashion


Who needs America's Next Top Model when designer labels are breaking out fresh campaigns featuring actresses and veteran runway faces. Such is the case with the new campaigns that have just wrapped for Calvin Klein and handbag extraordinaire Longchamp. The former has kept it's signature rugged, black and white motif for its fall jeans and underwear campaign. The new addition is the inclusion of actress Eva Mendes, oiled up and sprawled over male model Jamie Dornan in typical, CK-esque provocateur. Although Mendes has worked with the CK label before as a spokesmodel for fragrance Calvin Klein Secret Obsession, this will be her first time modeling the collection's apparel.

Set to debut at the end of the summer, the racy ads will run on billboards across the country. In addition, there will be CK Jeans ad inserts in the August
issues of Lucky, Elle and GQ, and the September issue of Vanity Fair,
as well as cover gatefolds in W, Nylon, Details and Interview. For
women and men’s underwear, four-page ad units will run in In Style and
.Having raised headlines and eyebrows for over a decade now with it's racy advertisements, Calvin Klein has no plans to slow down anytime soon. If anything, the label is gaining momentum by using of-the-moment stars in the semi-nude for these upcoming campaigns. Let's just hope they wait awhile before recruiting Miley Cyrus.

Meanwhile, a well known CK veteran is laying it all out for another label. French handbag label, Longchamp will launch it's first ever billboard campaign featuring supermodel Kate Moss. The campaign, currently running in Charles De Gaulle airport in Paris,includes an image of Moss reclining across the arms of several men clad in vintage military-garb, with the last man holding Lonchamp's new Gatsby bag. Shot in a London studio, the artful elements of the ad are a new endeavor for the handbag label like using shadowy lighting to black out the men's faces, leaving a graphic line of white circular hats. Another image in the campaign depicts a red-lipped Moss and Daria Werbowy
pulling mock salutes and marching steps against the backdrop of officers, and features other versions of the Gatsby bag.

Joining fashion’s trend for moving images, a “making of” short film by
Sean Ash will be aired on the brand’s Web site when the campaign launches in July along with magazine and website glossies. The ads will hit billboards
in New York’s Times Square and central London for the holiday season.
“The idea was to have a very rock ’n’ roll, sexy fashion attitude,”
said Sophie Delafontaine, Longchamp’s artistic director. Military
tailoring in the house’s fall clothing collection is reported to have inspired the story.

Article and Photo Source: WWD
-Alia Rajput

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