Kate Moss to front YSL spring and summer campaign

by Darren Davidson, Brand Republic 22-Feb-08, 08:30

LONDON - Yves Saint Laurent has signed Kate Moss to front its spring and summer advertising campaign, confounding claims that the British supermodel's marketing appeal has dimmed.

Moss was picked to appear in the campaign by Stefano Pilati, YSL's creative director, after Brazilian model Gisele Bundchen fronted a similar campaign during last year's autumn and winter season.

The marketing activity includes press ads and a 24-page magazine called The Manifesto designed as a showcase for the campaign images.

The magazine will be distributed free throughout London and Milan, on 23 and 24 February in a selected number of street locations.

New York and Paris will follow on 27 February, Tokyo on 24 February and Hong Kong on 19 April. More than 1m copies will be distributed worldwide.

Other elements of the campaign include a travelling public installation of life-size images from the magazine that will begin at the Old Truman Brewery in Shoreditch on 23 and 24 February.

A behind-the scenes Manifesto video will also premiere on 25 February, exclusively at YSL.com.

Three seasons ago, Moss appeared in 14 marketing campaigns, but she has decided to be more selective this year.

She is currently appearing in campaigns for Donna Karan and make-up brand Rimmel.

Comments

A DIAZ - 22/02/2008

Two old, tired, skanky brands getting together. Perfect match really.

TIM HARVEY - 22/02/2008

Ditto. I think YSL died a long time ago. And the fact that you can now buy the brand in Sports Soccer/World indicates that Kate Moss only need have appeal to CHAVS. A waste of money if you ask me, the second a brand sells out to discount sport retailers, the second that brand cannot revive its premium essence!

David Llewelyn-Jones - 22/02/2008

YSL operates on two levels. On the one level they sell their supremely beautiful, incredibly expensive products on Sloane St and Bond St. On the other level, unfortunately, they sell tacky t-shirts and tracksuit tops at random chav-centric shops. Even more unfortunate is that both levels operate under the same name and logo - unlike, for example, Armani Jeans / Exchange and Giorgio Armani - so there is nothing to distinguish the essence of the brand. I have been very impressed recently with some of YSL's collections, but they must do something about their low-end stuff. Like Pierre Cardin, they have over-licensed their goods and its been detrimental to their brand equity. Time to do away with the chav-tastic side and keep the luxurious, hedonistic part that Yves symbolised so well.

Mark Smith - 22/02/2008

I agree. How dare YSL allow the plebs to wear their clothes. That's what market stalls are for. YSL needs to return to the days when their clothes were ridiculously expensive and unobtainable.