Models Gaining Edge Over Stars in Ad Campaigns
Explaining the reason for declined appeal when it comes to stars fronting lines, Ogilvy & Mather Paris art director Antoaneta Metchanova tells WWD, “Celebrities have been used so much without reason. Today it’s no longer relevant to use a celebrity just to endorse a product.”
Metchanova continues, “Fashion brands are starting to realize that in order for a product to make an impact, a model would better suit the task. Leave the modeling to the models and work with celebrities when the idea makes sense or when there’s a story that a particular celebrity could help tell.”
Voicing appeal for working with models as opposed to hit musicians, actors and actresses, designer Stefano Pilati tells, “What I need to focus on is an attitude, and this comes from a great, experienced model. [Models] can feel the clothes and make them relevant from a fashion point of view.”
Obviously in favor of runway talents, famed designer Karl Lagerfeld told of the new trend, “A change was needed. Celebrities want to do their own lines, their fragrances, which sometimes works for a short time.”
Comments are closed.