fashion-memopad
fashion-memopad

Kate Moss Stars in Matchless Campaign

Model featured in ads for one of Britain’s oldest motorcycle brands.

A behind-the-scenes image from the Matchless campaign

MATCHLESS MAKER: Matchless, one of Britain’s oldest motorcycle brands, is set to launch men’s and women’s outerwear collections in June — and the face of its fall/winter ad campaign is Kate Moss. Terry Richardson shot the black-and-white campaign at MC Motors, a former warehouse in London’s Hackney.

Moss is pictured on a Matchless motorbike along with fellow model Andre Van Noord. The ads will break in June issues of “top-tier” titles, according to the company, which is still finalizing its media plans.

“We are delighted to be working with Kate Moss on this first Matchless advertising campaign of this new era of the brand,” said Michele Malenotti, a member of the Matchless board, and the company’s marketing and business expansion director. “The campaign reflects the heritage of the brand, which we are excited about sharing with Matchless enthusiasts and consumers alike.”

The brand makes leather and washed cotton jackets both for motorcycle enthusiasts and for those who get their thrills looking hip on city streets. Prices range from 900 pounds to 1,300 pounds, or $1,340 to $1,940, for leather jackets, and from 600 pounds to 900 pounds, or $890 to $1,340, for washed cotton ones. All figures have been converted at current exchange.

WWD reported in February that brothers Manuele and Michele Malenotti, the former owners of Belstaff, have taken control of Matchless. The passion for bikes runs in the family, as their father Franco Malenotti, founder of the family business Clothing Company, is an avid motorcycle fan. In 2011, Labelux Group bought Belstaff, known for its waxed cotton biker gear, and has been relaunching and expanding the brand globally.

Henry Collier, a design engineer, entrepreneur, and winning rider, and his brothers founded Matchless Motorcycles in 1899.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false