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fashion-memopad

Memo Pad: On the W Watch... Alexander Wang Goes Multimedia...

Stefano Tonchi, the new editor in chief of W, talks about his changes to the magazine.

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ALEXANDER WANG GOES MULTIMEDIA: Alexander Wang tapped friend and rock ’n’ roll spawn Zoë Kravitz for the ad campaign for his T fall collection. A sultry and kohl-eyed Kravitz appears in a postering campaign, with model Max Motta, which will hit the streets Thursday. As with last season, National Promotions & Advertising will be plastering the images around New York, this time targeting locations in SoHo and the East and West Villages. But the real news chez Wang is on the ready-to-wear front. On Wednesday around noon, the designer will unveil his first-ever women’s campaign video in collaboration with photographer Craig McDean, stylist Karl Templer and creative director Fabien Baron. “This is our way to sum up the season in a different light other than the show,” said Wang, adding the clip will premiere not only on his Web site but also a select number of fashion sites, including those for WWD, French Vogue, Love and Style.com. “I wanted to have global representation. Everyone can showcase it in their own way and have their own reaction,” said Wang.

 

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See the fall 2010 ad campaign video here >>
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The short video features model Abbey Lee (“dancing and moving along”) and works the subtle Wall Street vibe that inspired Wang’s fall collection. “It’s abstracted,” explained Wang, who, no, doesn’t make a Hitchcockian cameo. “Abbey’s not walking down Wall Street past buildings, but there’s wind and newspapers flying all over the place. It’s very moody and seductive — like looking at a perfume ad where you feel for the girl a lot more. Rather than saying, ‘Here’s the product,’ this is more about expressing ourselves.” Speaking of fragrances, is there a L’eau du Wang on the horizon? “I’m thinking and definitely putting together ideas,” he answered coyly. “TBC, to be confirmed.”    — Venessa Lau

 

 

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