Memo Pad: Last Laugh?... Like, the Constitution Is Sooo Hot... All Change...

Details editor in chief Dan Peres has been beaten up in the blogosphere and in print for deciding to put Kevin Federline...

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That's the reason he selected Lagerfeld, who shoots campaigns for Chanel, Fendi, Dom Perignon and others. "Karl Lagerfeld represents in a very personal way this idea of 'modern elegance,'" Van Assche explained.

One subtle change is that the ads were shot in color, "though one could mistake it for black-and-white," Van Assche allowed. The models, all South American and in their mid-20s, are also slightly older than many recent Dior Homme spots.

Van Assche said his favorite image depicts a model at a window in a black suit with a satin collar detail on the lapels. "It best translates the message of modern noblesse," he said.

Dior declined to reveal budgets for the spring/summer campaign, but Van Assche said the media spend would be on par with a year ago.
— Miles Socha

ELLEN ON EQUINOX: In shooting her first fitness ad campaign, fashion photographer Ellen von Unwerth is helping Equinox Fitness Clubs dress up its image. The fine chiseled physiques for which the 41-unit chain is known are still front-and-center, but the former-model-turned-lenswoman has given them a fashion edge. One overly baroque ad features a muscular man striking a table pose in the middle of a Victorian party surrounded by corseted beauties sampling the fruit platter resting on his stomach. Even more risqué is the image of nuns sketching a strategically shadowed naked man. Created by the ad agency Fallon, each of the four ads carry the tag line "Happily Ever" — as in the fairy-tale send-off — the idea being readers will question what they are striving for in fitness and in life.

Ads will run in Vogue, Vanity Fair, Esquire and other magazines, and outdoor images are going up in New York, Chicago, Los Angeles, San Francisco and Miami. A behind-the-scenes videocast shot by von Unwerth will air in movie theaters in New York, Chicago, San Francisco and Los Angeles. Equinox executives declined to comment on the company's media buy.
— Rosemary Feitelberg
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