Women’s Wear Daily
04.18.2014
fashion-memopad
fashion-memopad

Memo Pad: Pringle Taps Swinton... Kate Moss, Media Mogul?...

Pringle of Scotland is going back to its roots.

fashion-memopad/news

PRINGLE’S HIGHLAND FLING: Pringle of Scotland is going back to its roots. The label has tapped actress Tilda Swinton – who resides in Scotland — to be the face of both its men’s and women’s collections for the label’s spring 2010 campaign, which will be shot against the country’s landscape by photographer Ryan McGinley.

The company describes the campaign, slated to be shot in August, as a “collaboration” among Pringle, McGinley and Swinton. Alongside the print images, McGinley will shoot a short film of Swinton to be shown on various arts Web sites, while stills from the shoot will be exhibited in London during the city’s fashion week, where Pringle will show in September. “We want to show people that Pringle is a Scottish brand, but go a little bit deeper,” said Benoit Duverger, director of global communications at Pringle, who added the shoot’s locations would take in both the Scottish highlands and the country’s Modernist architecture. “We don’t want to go away from [our traditional customers] — we believe Tilda is more inclusive, as both young and more mature people identify with her acting.” Mary-Adair Macaire, chief executive officer of Pringle, and Clare Waight Keller, Pringle’s creative director, both oversaw the campaign. To preview the campaign and mark Pringle’s 195th anniversary, Swinton and McGinley will host a cocktail and private dinner during London Fashion Week. The event will also celebrate McGinley’s first solo show in the U.K, which opens at London’s Alison Jacques Gallery in September.

And the label has more artistic collaborations afoot — the company has asked the Scottish artist David Shrigley to produce a tongue-in-cheek billboard inspired by its signature twin set, which will be displayed in London Underground stations during September’s London Fashion Week. A line of products for Pringle bearing Shrigley’s designs will also launch in September. — Nina Jones

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