WWD.com/media-news/fashion-memopad/tom-ford-lensman-target-casts-hardison-turn-of-events-1963886
fashion-memopad
fashion-memopad

Tom Ford, Lensman... Target Casts Hardison... Turn of Events...

Tom Ford not only art directed... Bethann Hardison has her own gig... Women’s Health is going through its own reshuffling...

A shot from the Tom Ford spring campaign

A shot from the Tom Ford spring campaign.

Photo By Courtesy Photo

TOM FORD, LENSMAN: Tom Ford not only art directed his spring men’s wear and eyewear advertising campaigns, he also shot the photographs for the first time. “I have taken pictures for years, but recently have become more serious about it and have started shooting portraits,” said Ford. “I have always felt that an advertising image is in a sense the last layer of the design, and so decided this season to just shoot the campaign myself.“

Ford has been busy shooting and editing his film, based on Christopher Isherwood’s “A Single Man,” in Los Angeles since November. The story is set in midcentury, the era to which the spring ad campaign also harkens back.

The ad images were shot in a Los Angeles studio featuring the label’s signature male model, Jon Kortajarena, and model Karen Elson. They will launch in March magazine issues. The company has planned ad pages in line with last year.

“Fashion advertising lately has become very complex in terms of production, and I think that often, in these dense, heavily art directed campaigns, that the clothes seem to get lost a bit,” said Ford. “I wanted to create clean, straightforward shots of a handsome man in beautifully cut clothes. Simple, clear, and fresh.” — Jean Scheidnes


 

TARGET CASTS HARDISON: Having helped hundreds of models over the years, Bethann Hardison, who has spearheaded the need for more diversified runways in recent seasons, has her own new gig. She appears in a new Target commercial that celebrates diversity. Hardison is joined by fellow female renegades Thelma Golden, Holly Robinson Peete and India.Arie in the TV spots, print and online ads. After identifying herself in the commercial, Hardison says: “I’m a revolutionary.” During a phone interview Friday, she said, “If I were to leave this earth tomorrow, I would much rather have that on my tombstone than model manager.”

Target is expected to help subsidize Hardison’s future public forums about race on the runway, she said. — Rosemary Feitelberg

 

TURN OF EVENTS: The arrival of any new editor in chief brings about staff turnover, and Women’s Health is going through its own reshuffling nearly a month after Michele Promaulayko arrived at the magazine. Promaulayko, who was previously executive editor of Cosmopolitan, has tapped some old Hearst colleagues to join her at the Rodale title. First, Molly Nover-Baker, formerly beauty director at Cosmogirl, will join the magazine in the same role. She will take over the beauty duties from Liesa Goins, who was a senior editor at the magazine and left last week. Promaulayko has plans to beef up the beauty coverage of the title and wanted to bring in a seasoned beauty director to the magazine. Women’s Heath added 20 beauty pages last year, and in April, the magazine will feature a 25-page beauty section that will be a flip cover.

Meanwhile, Lesley Rotchford, deputy editor of Cosmopolitan, will become executive features director. Rotchford replaces former features editor Nicole Beland, confirmed a Women’s Health spokeswoman. Beland left the title earlier this month to take Promaulayko’s old job at Cosmo.

But two senior editors who were on contract as full-time staffers may not have their contracts renewed, according to sources close to the magazine. Jenny Everett, who covers fitness for Women’s Health and works from her South Carolina home, and Nicole Blades, who covers relationships and sex. Blades left for maternity leave last week, but is unclear whether she will return. — Stephanie D. Smith