Word: madonna
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...from satisfying their aesthetic impulses, is to lure your credit card out of your wallet. The art of these dream merchants is ultimately graded against the bottom line, and the high cost of their productions reflects the extravagant returns at stake. One 30-second spot of Missy Elliott and Madonna for the Gap required 400 hands (including those of a Kabbalah teacher). A 20-page fashion story for Vogue can demand five days of scouting, four models, three assistants, 200 rolls of film and a six-figure budget. Several million dollars goes into the development of a $50 bottle...
Never mind that he reportedly bagged Madonna for a cool $10 million to hawk Gap corduroys while singing a remix of Get Into the Groove with Missy Elliott. That's all just in a day's work for imagemaker Trey Laird. The real story is that Laird's creative vision--always making an emotional connection to the consumer--has put the Gap back in the black...
...Nacogdoches, Texas, he studied architecture in college but ended up with a degree in marketing. After following a girlfriend to New York City, Laird found a job selling shoes at Bergdorf Goodman, where he met adman Arnell. And, well, you know the story: resume, junior-account-executive job. Now Madonna and Missy. What next? "We're only just beginning," Laird says. "We have so much more work to do." --By Kate Betts
Nary a review of the no-frills garage-rock band the Yeah Yeah Yeahs appears without gushing mention of lead singer Karen O's louche wardrobe. These getups are neither the flamboyant showstoppers of Madonna nor the fetishistic confections of Britney. The O oeuvre consists of punk livery that would make Siouxsie Sioux proud: slashed prom dresses, hole-riddled T shirts, laddered fishnets, fingerless leather gloves, studded cuffs and Converse sneakers etched with a marker. It's the work of designer Christian Joy, and it's influencing fashion the way only a rock star's wardrobe...
Like other vertically integrated personalities with carefully crafted images--Oprah, Martha Stewart, Madonna, Sean (P. Diddy) Combs and Russell Simmons, plus product-endorsing athletes such as Tiger Woods and Michael Jordan--celebrity designers capitalize on the fact that popular approval equals influence, whether it's a book-club recommendation, a pistachio-colored pillowcase or a velour tracksuit...