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LONDON — Sunglass Hut has a new face — Georgia May Jagger. The model and daughter of Mick Jagger and Jerry Hall will appear in campaigns for the sunglasses retailer beginning in September.
This story first appeared in the June 6, 2012 issue of WWD. Subscribe Today.
“With her history and her background, but also her very cool, simple and playful relationship with fashion, we believed [Jagger] could be perfect [for Sunglass Hut],” said Fabio D’Angelantonio, chief executive officer of the Luxottica-owned firm. “We talked to her about the project and we got her extremely excited about the category, about the Sunglass Hut brand, and we decided to go ahead with this partnership,” he said, adding that he thought young, stylish consumers could “relate” to Jagger.
Jagger’s first campaign as ambassador for the brand, which will break in Sunglass Hut stores and online in September, features the model in full glam mode, with back-combed hair, bright red lips and wearing vampish sunglasses by Tiffany & Co., Versace and Vogue Eyewear. Daniel Jackson shot the campaign.
On the set of the shoot at a sprawling North London studio last month, Jagger noted that thanks to her frequent traveling — she was set to head to China after the shoot — she’s well versed in Sunglass Hut’s offer.
“I think everyone knows Sunglass Hut — they’re in every airport. I’m always buying new Ray-Bans,” she said. Currently, Jagger’s favorite lenses include “younger styles” by Persol and Ray-Ban “in bright colors.” “I love the folding ones too, as they don’t break,” she said.
Since Jagger is a budding photographer herself — she’s just completed a course in the subject at the London College of Communication, for which she exhibited a series of double-exposure portraits — D’Angelantonio said the firm is discussing ways to use her photography within the brand. “We’re investigating how [Jagger’s] passion for photography can come alive [for the brand],” he said.
Indeed, Jagger — who also serves as the face of Hudson Jeans and was just named the face of Madonna’s Material Girl brand — is preparing to take a bigger step into the photography world, and said she’s set to start assisting established photographers. The model has had a charmed apprenticeship thus far — Paolo Roversi has allowed her to shoot in the past, while Miles Aldridge once gave her some rare film. “I’m planning to work for a bunch of different people, probably in fashion [photography] but I’m not sure,” she said. “I’d like to do a project like taking pictures of other models.”
As for her own style, Jagger said that her three years in the modeling world have led to her taking a more experimental approach. “I probably wear clothes that I have never worn before — it makes me think, ‘Oh, maybe I would wear this,’” she said, but noted that her style is always evolving. “I’m still quite young, so I don’t think I have a definite way that I dress, it kind of changes every day. It depends on how I feel and how adventurous I feel. I just like to have fun,” she said.
In addition to appearing in the campaign, Jagger will be unveiled as the retailer’s new face at a party at Sunglass Hut’s Fifth Avenue store in New York in September. She will also make an appearance for the brand in Sydney, Australia in November, when Sunglass Hut returns to Sydney Harbor with a floating store. The event, which Sunglass Hut first staged in the harbor last year, is designed to kick off Australia’s summer season. D’Angelantonio said the company plans to expand its retail presence in Australia, along with adding locations in countries such as India and Japan.
Sunglass Hut is also rolling out more of its large flagships. After opening in New York, Los Angeles and London over the past two years, last month Sunglass Hut opened its largest U.S. store on Miami’s Lincoln Road. The 3,000-square-foot space carries more than 2,000 pairs of sunglasses and houses the retailer’s first luxury room, a chic space with disco-ball chandeliers and lounge areas, which offers brands such as Chanel, Prada and Coach, priced up to $750.
“After [opening] New York two years ago and Los Angeles and London as well, we proved that the brand is comfortable in attracting a customer in that much bigger and much more prestigious location,” said D’Angelantonio. “That really is a confirmation of the strong equity of the brand towards consumers.”