Word: kleine
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Dates: during 1980-1989
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...Vogue three times in the past year, shrieking with chic. Brooke Shields, coltish and flustered but so beautiful that strong men forget to flick their cigar ash, is on the runway of Rome introducing Valentino's spring collection. Brooke on TV implies in those naughty ads for Calvin Klein jeans ("Wanna know what comes between me and my Calvins? Nothing") that she does not wear underpants. According to Casablancas, the Manhattan-born Spanish-Frenchman who had the impudence nearly four years ago to challenge the home-grown agencies by opening a New York edition of his Paris-based firm, Brooke...
Indeed. Her modeling fees can run as high as $10,000 a day, and she is about to sign a $1 million contract with Calvin Klein, who is convinced that he has made "a major statement" with the jeans ads. What is astonishing about these huge sums of money is that although they are outlandish, they are not unheard of. No advertiser wants to make a minor statement, and the major ones run into six or seven figures. Lauren Hutton in 1973 signed an exclusive contract with Revlon. Tiegs has a two-year deal with Sears under which she lends...
Pierre Cardin wallpaper. Gloria Vanderbilt sweatsuits. Calvin Klein denim diaper covers. The designer craze has made flauntable fashions more commonplace than chic. Now Louis Vuitton, the French maker of luxury luggage, has concluded that many self-respecting snobs may prefer more subtlety. This fall Vuitton will introduce a new line of trunks and suitcases that do not have its famous LV initials sprinkled across the covering fabric...
...Klein professes amazement over the stir. Says the designer, who plans to shoot another series of Shields ads soon: "I never thought that people would be offended. I'm shocked that there has been such controversy." But it is no secret on Seventh Avenue that Marketing Whiz Warren Hirsh resigned as president of Puritan Fashions, which peddles the Klein jeans under license, after a battle with Klein about the propriety of the Shields ads. When Klein started advertising his Puritan jeans only this summer, Hirsh had already made Gloria Vanderbilt denims famous for another company under such slogans...
Evidently, sex sells. Puritan Fashions reports that sales of Klein jeans have risen so far this year to $110 million, up from $65 million in 1979. The company predicts that its fancy denims will bring in $200 million next year. But some admen fear that too much suggestive promotion may boomerang on the products being sold...