First Ralph Lauren, then Tibi and now Gap too are forsaking models in favour of creatives for their latest advertising campaign. Is the age of the professional beauty coming to an end? Somehow, I think not – you only need look at the meteoric rise of cover girl/mini-mogal Karlie Kloss to know that ‘supers’ are still very much in demand – and admittedly actresses have long since been favoured for such lucrative contracts. But it is interesting that so many high profile labels are now choosing to musicians, artists and Djs to be the ‘face’ of their brand.
For AW12, Gap have chosen to showcase their ‘Icons Redefined’ collection on a coterie of creative ones-to-watch including musicians Seth and Scott Avett from the Avett Brothers; American pop duo Karmin; professional “Jookin” dancer Lil’ Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm. What’s more, the cast aren’t just snapped looking gorgeous – which, naturally, they all are – they’re actually captured performing their art form in motion. Personally I think that in itself is impressive… and of course, the lovely collection doesn’t hurt either.
Do you like that Gap and Tibi have used non models for their AW12 campaigns? Or should big brands stick to supers?
Love Ella. X