Word: stefani
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...limited to photography. It touches on everything from the design of a perfume bottle to the conception of a snappy television commercial. In architecture, the work of rising star David Adjaye conveys the raw multimedia aesthetic of his generation. In pop music, canny image-attuned stars like Gwen Stefani are marketing their clothes the better to promote their records...
...after photo-retouching firm. As the essential "postproduction" man for Annie Leibovitz, Craig McDean and other top-tier photographers, Dangin draws out possibilities within the negative after the picture is snapped. Not incidentally, he also improves any skimpy eyebrows, plump thighs or detectable pores. Whatever Kate Hudson or Gwen Stefani or Nicole Kidman might look like in fact, what she looks like in Harper's Bazaar or W is often Dangin's doing...
...million projected for this year. And over the past few months, it seems every celebrity with a face and a following has announced a new fashion line. Eminem, Mary-Kate and Ashley Olsen, Nelly, Jay-Z and Mexican pop idol Thalia Sodi all have theirs. Beyonce Knowles, Gwen Stefani and 50 Cent are each coming out with a label. Lenny Kravitz reportedly really wants one. And this winter Pamela Anderson broke the news that she would launch a label, capitalizing on the riot of publicity surrounding her animated series, Stripperella...
...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...
Whether it's with Lopez or Stefani, a celebrity association seems to provide a sense of familiarity in a cyberspeed, anonymous world where family is often far flung and community absent. Companies that capitalize on this through co-branding get instant emotional attachment and hipness by association. Companies that don't take that step run the risk of being perceived as pop-cultural outcasts...