Women’s Wear Daily
04.23.2014
advertising
advertising

Chico's Recruits Diane Keaton for Holiday Campaign

The 65-year-old Academy Award winner is the brand's first-ever celebrity endorser.

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Chico’s Diane Keaton

The Chico’s campaign with Diane Keaton breaks in November magazines.

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KEATON FOR CHICO’S: Chico’s has signed up its first-ever celebrity endorser, recruiting Diane Keaton to appear in its holiday advertising campaign. A print component will break in November magazines, including O, The Oprah Magazine, Harper’s Bazaar and InStyle, while television spots will air this holiday season on both network television and syndicated programs.

“This is my first [fashion campaign]. I love clothes. Can’t you tell?” said Keaton, with a hint of humor. The 65-year-old Academy Award winner has been a spokeswoman for L’Oréal Paris since 2006.

The television commercials, directed by Pierluca Di Carlo, will feature Keaton sharing her thoughts on love, family, character and clothes. Both the television and print ads feature the actress shot against a spare white backdrop to highlight her Chico’s outfits, including lots of accessories. The print campaign was shot by Carter Smith.

“Her spontaneity, her wonderful wit and her remarkable eye for individual style are the perfect complements to our brand,” said Cinny Murray, brand president of Chico’s, which is a division of Chico’s FAS Inc.

The campaign features the tag line “Live for the present,” which the company intends as a double entendre of sorts — both a personal spiritual mantra and a reminder of the gift-giving season.

“Chico’s embraces being an individual, and I love individual style. They’re not afraid of variety. Chico’s understands women,” said Keaton, who is known for a whimsical fashion sense that blends men’s wear influences with quirky hats, gloves and eyewear. The actress won an Oscar for “Annie Hall” and was nominated for roles in “Reds,” “Marvin’s Room” and “Something’s Gotta Give.”

“Love makes the world go ’round. And so do hats and gloves and a fabulous belt,” added Keaton.

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