Campaign's film The film was released through the brand’s social media sites, but a digital short version will also appear on televsion news network CNN. The international edition of CNN will host the campaign online and the digital short will appear on the network’s channel. This collaboration will begin on Sept. 15.Gucci’s social media sites are dedicating the entire week to the Jackie Bag.
The Kate Moss influence The use of celebrities in campaigns grabs the attention of consumers, but the use of a celebrity model can align a brand with others who look to the same person. Other brands have Ms. Moss headlining their campaigns.For instance, luxury retailers jumped on the bandwagon for the Kate Moss for Topshop collection to reach outside their typical consumer base.Nordstrom, Net-A-Porter and Galeries Lafayette sold the off-price line and built buzz for weeks on social media and on their Web sites. Even though the collection might not fit with their usual price points, the luxury status of these retailers remained intact as long as it is an isolated promotion (
see story).Also, British fashion house Burberry brought together British models Kate Moss and Cara Delevingne for the first time to create a campaign for its new women’s fragrance.The My Burberry fragrance is inspired by a London garden after the rain, but manages to weave the brand’s iconic trench coat into the campaign. As the first brand to use both Ms. Moss and Ms. Delevingne together in a campaign, Burberry will likely create a buzz surrounding this new fragrance (
see story).Iconic women, both models and other celebrities, create a platform for brands."[Jacqueline Kennedy Onassis brings] historical context and a number of analogous tie-ins," Mr. Black said."Jackie was an style icon of her time and was hounded by paparazzi," he said. "Who can forget Ron Gallella’s images of her running away form him in Central Park?""Kate is also a style icon of our time and receives the same levels of media attention. Albeit a bit more rock and roll."
Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York