Word: brandes
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...winning are celebrity associations that fashion companies are using them to craft their brand images and their products. Reebok has teamed up with 50 Cent, Shakira and Diane von Furstenberg; Birkenstock with Heidi Klum; and LeSportsac with Gwen Stefani. And designers like Marc Jacobs, in the absence of seismic shifts in fashion, are siphoning some adrenaline from Hollywood by putting celebrities in their ads: Cate Blanchett for Donna Karan, Adrien Brody for Ermenegildo Zegna, Christina Aguilera for Versace...
...like there was a cool party going on and Reebok wasn't invited," says Jan Sharkansky, vice president of classic lifestyle marketing at Reebok, describing the company before it entered into high-profile partnerships. "Then they got some cool friends." The company's biggest co-branding coup was in teaming with Von Furstenberg, who designed a collection of dresses for Venus Williams (she has a $40 million contract with the athletic-wear brand). It was the first designer tennis line to appear on the women's professional circuit...
Anna Zegna chose Brody to star in the fall campaign for Zegna after seasons of using "the model of the moment," she says. "Teenagers, anorexic men, very fragile human beings, all aesthetics that were more fashion victim than the reality of the brand, which is about authenticity." Brody, she says, brought "not only flash and muscles but a more intimate and strong personality...
...great as long as the celeb is hot. But in the end, it's a business, and regardless of the celebrity, the line should be selling in the correct market and be on target with trends. If the brand keeps its integrity in this respect, there is potential for longevity. But we don't know for sure yet. It hasn't been that long since celebs started co-branding with fashion. --By Isabel C. Gonzalez
...Caucasian currently working at a high-fashion level, an unspoken quota that, despite a few anomalous seasons, has persisted for years. Jennifer Starr, an industry casting agent, says she has never heard a designer say he doesn't want an African-American or Hispanic model to represent the brand. "He'll describe the feel and inspiration for the collection, and we'll send as many models, regardless of race, that fit that description," she says. Says designer Diane von Furstenberg: "Sometimes you're not thinking about race; you just cast what's available. You don't actually think...