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WALTER’S WORLD: Pringle of Scotland has snagged Walter Pfeiffer, the Swiss art photographer, for its spring campaign, a romp at the restored Art Nouveau hotel near Saint Moritz called the Kurhaus Bergun. Pfeiffer, who rarely does commercial work, said he took the job because“pretty boys and girls in cashmere are a combination made in heaven,” adding, “I always want to see new things.”
The campaign features the Scottish model Freya Mavor, who stars in the British teen drama “Skins,” and will break in the February issues of Tatler, Wallpaper and Another Magazine, and in the March issues of W and Vogue. It will also appear in the online editions of Elle Magazine and The New York Times. Benoit Duverger, Pringle’s director of global communications, said this is the first time the brand — which last year launched e-commerce — has split its ad budget evenly between print and online.
As for Pringle’s choice of Pfeiffer, Duverger said: “We didn’t want a commercial photographer, and we wanted someone who was respected in the editorial and art worlds.” Previously, Pringle has worked with the photographer Ryan McGinley. Pfeiffer has also produced a short film for Pringle that will make its debut in Milan later this month during the men’s wear shows. The film features the men’s fall collection, and was shot in the Albula Pass in the Swiss Alps.
— Samantha Conti