GISELE ALL OVER: Brands up and down the pricing spectrum are betting heavily on Gisele Bündchen this spring.
Bündchen is likely to be top of mind among consumers as rumors of an engagement to boyfriend and NFL quarterback Tom Brady (since denied) reached a fever pitch in the tabloids this week. But in the coming months, it may be impossible for consumers to escape her image, as Bündchen helms the spring ad campaigns of Dior, Versace, junior sportswear label Rampage and now, premium denim label True Religion. She also recently signed a multiyear contract to be the sole representative for Max Factor makeup in North America.
As reported in WWD Tuesday, Bündchen inked a one-year deal to be the new face of Iconix Brand Group’s Rampage label, taking over for Petra Nemcova. Now True Religion has picked her, as well.
“When you use a girl like Gisele, you’re trying to create the image of your brand and your product on her,” said Jeffrey Lubell, founder and chief executive officer of True Religion. “You want women to see how it looks on her and say, ‘I really want to look like that.’”
True Religion enlisted Nino Muñoz to shoot Bündchen on a Malibu beach wearing items from the new limited edition True Religion Vintage collection. The ads will begin running in magazines such as Vogue, Bazaar, Elle and Vanity Fair in March.
Lubell dismissed any concerns about Bündchen’s heavy exposure this season, adding that her versatility is precisely why brands are willing to pay a premium to get her.
“The way we style it and the way our product is compared to another brand’s product, it looks totally different,” said Lubell.
In addition to sharing Bündchen’s image in their campaigns, executives from True Religion and Rampage were quick to share their admiration for her work ethic and willingness to take an active role in crafting the campaigns.
“She practically ran the shoot. I didn’t need to be there,” said Lubell, who was impressed enough to point out, more than once, that Bündchen had driven herself to the shoot, arrived on time, introduced herself and launched herself into the collection.
— Ross Tucker
CORRECTION: A Memo Pad item on the closure of Domino on page 5 of WWD Thursday incorrectly stated that Country Living was one of several shelter titles to close in the last several months. The title, owned by Hearst Magazines, continues to publish.