Madonna models for Versace
The Star Online published this interesting interview to Donatella Versace that discusses her latest advertising campaign and her work with her family’s longtime friend Madonna.
What do you get when you cross a former Material Girl with a fashion label that shouts out glam – a glam material girl? Well, not quite, but how about a chief executive with sophistication and fashion savvy?
Well, that’s apparently what Madonna is trying to portray in the new ad campaign for Versace‘s spring/summer 2005. Or so says its creative director Donatella Versace in her exclusive e-mail interview with StarTwo.
“Madonna represents a modern executive woman who has great style and flair,” Donatella says. “Not only is she in control of her career but also of her “fierce” wardrobe.
“The advantage of using a celebrity like Madonna is that she becomes associated with our brand. This personification can in turn reinforce our brand image as well as the public perception. Her aesthetic image, style of life, values and what the celebrity communicates as a public person is capitalised and used towards the brand’s advantage.”
As for the ad campaigns, there is some confusion over what Madonna is supposed to represent. The theme is “women in the office” but what sort of woman is she? A secretary living beyond her means (hello, it’s Versace – how many secretaries not kept by the boss can afford the items?) or a stylish woman in a managerial position? Also, which CEO has to lick an envelope while kneeling on the carpet (however plush the carpet is)?
Why, a CEO that is represented ironically (cue: Alanis Morissette’s song), says Donatella. Hmm, right!
“The woman I have in mind when designing is one whose individuality and inner confidence shines on the outside. She is also sophisticated, sexy, smart and always dynamic and charismatic. The contemporary woman is not afraid to be a woman. She can still be powerful by keeping her femininity and sexiness.”
This does seem to be what Madonna represents or has been trying to portray herself all this while. It is a match made in designer and advertising heaven. It seems a sure thing and they have after all seen it work before when Madonna first appeared 10 years ago for Versace in the 1995 campaign.
There is also some continuity as the photographer then, Mario Testino, is the photographer now. Testino was already a noted fashion photographer then but the Kabbalah-practising Madonna was the first to specifically request that he be used. So now he is a celebrity in his own right and, according to Donatella, the two were joking and laughing during the shoot (they are old friends, after all). In fact, reveals Donatella, it was at the launch of Crystal Noir (the new Versace women’s fragrance) last October that Madonna had dinner with her and Testino and they broached the subject of the ad campaign and came out with the idea and Maddie agreed to appear on it.
The shoot was done in Westway Studio (which belongs to Testino) in London and it was completed in one day. It was reported that they wanted an office with lots of space but couldn’t find any (tsk, tsk, “crampy” London?). Spaces like that are apparently plentiful in Los Angeles, so they resorted to building a mock-up in the studio.
Daughter Lourdes (apparently fondly known as Lola) paid Ma Madonna a visit on set in the afternoon. According to Donatella, she wanted to know what her mother was doing and the dutiful mother, erm, dutifully explained.
“She (Lourdes) is very nice; she already loves fashion and dresses. Madonna is very sweet with her children.”
There were also some reports that Madonna complained about the cold and had to take breaks to do her Kabbalah thing. Nay, says Donatella. “We worked all day without having lunch. Madonna is very professional and wanted to check and overview every photo. She arrived perfectly on time and then we worked all day.”
Sigh, where have all the divas gone?
After all, adds Donatella, she and Madonna go way back (13 years) and Maddie was also a friend of Donatella‘s late brother, Gianni. So, she says, there were no problems working with a good friend and it helped that they have worked together before.
“She’s a great artist, an incredible woman and a fantastic mother,” affirms Donatella. When asked what Madonna would say about her, she replies: “Hopefully the same.”
Still, friendship is not cheap as the grapevine has conjectured that Madonna was paid US$10.5mil although Donatella has refused to comment.
When all is said and done, what about the clothes then? (We think they are the main item, no?)
Well, there is a draped jersey dress split to almost the nether regions and gathered at the waist with a gold buckle – very nice. A shirt that shouts Versace and worn with body-hugging jeans or loose cream pants – very nice too. Strappy, strappy, sandals – excellent! And the bags, they are Versace – what more is there to say?
So, even though the platinum wig makes you do a double-take, the clothes win you over. They can make almost anyone look good and you don’t even have to resort to heavy touch-ups. Think about it.
From an article by S.S.Yoga, The Star Online