Fashion Wire Daily on the Versace Campaign
A week has not passed by yet since the one-day Versace photo session and the media from the Fashion world are ready to start the buzz. Here’s a first article from Fashion Wire Daily.
The house of Versace has called in two favorite superstar pals for its latest advertising campaign.
In a major break with recent seasons, Mario Testino shot Madonna last week in London for the label’s next women’s ad campaign, which will break in February 2005 issues of major magazines.
The ads, shot in a London studio, represent a major change in style for the house, which for most of this century has used Steven Meisel to shoot its major publicity efforts.
The move also signals a renewed burst of commitment from Donatella Versace, newly revitalized by her trip to substance rehabilitation clinic this summer.
Earlier this month, Donatella was the fashion star in Hamburg at the Bambi awards, Germany’s most prestigious fashion prize. Looking super-trim, Versace shared a table at the gala dinner with former Chancellor Helmut Kohl.
A spokesman for the house declined to make any comment on the new shoot. However, a source at the shoot confirmed that Madge and Donatella got on swimmingly in London.
The combination is not unprecedented, as Versace used the duo of Madonna and Testino back in the mind-nineties.
The decision to drop Meisel in favor of Testino is understood to have been inspired, in part, by concern that Meisel has become too much of a ubiquitous presence in fashion advertising. A perennial snapper of US Vogue covers, Meisel regularly shoots oodles of ad campaigns for the major houses.
From an article by Godfrey Deeny, Fashion Wire Daily