Women’s Wear Daily
04.17.2014
fashion-memopad
fashion-memopad

Memo Pad: Tom Totally Nude - Again

What Tom Ford did five years ago for full-frontal male nudity in his ads for the M7 fragrance for Yves Saint Laurent, he's about to do for the opposite sex in the ones for Tom Ford for Men.

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Image from the Tom Ford for Men fragrance ad campaign
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TOM TOTALLY NUDE — AGAIN: What Tom Ford did five years ago for full-frontal male nudity in his ads for the M7 fragrance for Yves Saint Laurent, he's about to do for the opposite sex in the ones for Tom Ford for Men. Though the designer took a more demure approach in his original ad campaign for his new fragrance, he's decided to shock the masses once again, switching images shot by Marilyn Minter in April for racier photographs of a dewy woman's body taken by Terry Richardson. The photos range from tame to titillating — the most shocking being the Tom Ford for Men bottle wedged between a woman's glistening thighs, with the bottle barely covering her bare genitalia. "We loved the original Marilyn Minter images, but while on a shoot with [Richardson] in Milan, we decided that a sharper, more graphic approach clearly communicated the bold and provocative mood of the fragrance," said a spokeswoman for Tom Ford Beauty, a division of the Estée Lauder Cos. Inc.

WWD reported in June that Ford took a more staid approach with his latest fragrance, but that eventually his affinity for nudity would return. "I think we're living for a moment where maybe we saw so much nudity, at least in the press and magazines, that it doesn't seem the freshest solution; it almost seems too easy right now as a solution for advertising to get someone's attention," he said at the time. "So whenever everything tightens up again, of course, all of a sudden it's going to seem interesting and surprising to see someone nude again."

How quickly that time has arrived. In addition to the baring-all shot, the latest campaign includes a photo of a clothed Ford reclining with his shirt open, and another of the perfume bottle resting between a woman's breasts cupped by her hands. Ford handpicked the images for each magazine based on their core audience, according to Andrea Robinson, president of Tom Ford Beauty. Vanity Fair is running the ad in its October issues, but would not confirm which image it was given to run. GQ has been approached, but it could not be learned if it will run the ad. The upper body photographs are running in the October issues of Interview and V Man, while Details is running the more risque lower body shot.
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