The continued preponderance of celebs at the couture show in Paris this week – Sigourney Weaver, Chloë Moretz, Jessica Alba, Rosamund Pike and Noomi Rapace, among others (left) at Dior; Hilary Swank and Uma Turman at Armani; Charlene, Princess of Monaco and Olivia Munn at Versace; Rita Ora at Chanel – has got me thinking about the expectation this has raised, and how that can backfire for a brand. And no, I’m not talking about the usual problem of celebs behaving badly.
I’m talking about the fact that these relationships have become so common and so public, that now when we see a star in pretty much anything branded, there is an assumption there’s a contractual relationship there. And a contractual relationship implies approbation and shared values. At our recent Business of Luxury conference in New York, Lisa Jacobson, head of branding for United Talent Agency, said there were “maybe” five celebs in Hollywood that didn’t want a relationship with a brand, and the endorsement contract had become a significant part of most stars’ income. Read more
Ok, Prada is not participating in the couture shows this week, but it did send out this little sneak peek of the dresses the brand made for Baz Luhrmann’s upcoming and much-anticipated film The Great Gatsby. It seems for no immediately apparent reason – the film is not due to open until May, there’s no specific promotional activity happening now around it – until you start thinking about the fact that these sketches (left and below) are one-offs made for Carey Mulligan, who plays Daisy Buchanan, and certainly look as intricate and imaginative as most dresses come. Kind of like couture.
That green number is a “radzmire dress with bustier embroidered with pearls, stones and sequin fringes”; the first one below is a “multi-striped sequins dress with a plastic and trimmings embroidery at the bottom”. The one at the bottom is “orange organza dress enriched with plastic fish scale-like sequin embroidery”. Read more
It’s couture week in Paris; but we’re a show down on the schedule: Givenchy, which under Riccardo Tisci has held an up-close-and-personal presentation of a handful of elaborate pieces, is taking time out to, well, ease up on the pressure. Meanwhile, it has emerged that Alexander McQueen will also not be holding a show in March during the autumn/winter shows, as its creative director, Sarah Burton, pictured left, will be on maternity leave.
Instead they will have a small presentation; a variation on the tactic Celine’s Phoebe Philo used when she was last pregnant. Her show fell in her third trimester and decided to eschew the stress of a full show for small talk-throughs with tiny groups.
Could it be that both the corporate and creative sides of the business are beginning to think shows may not be the crucial component of a business they have been previously considered? Holy hemlines, Batman! Read more