MILAN -- Gianni Cigna, Laura Biagiotti's husband and chairman of their fashion company, Laura Biagiotti Export, is fuming. The reason for his rage is an article published by Advertising Age International last month that criticizes Biagiotti's TV spot...
MILAN -- Gianni Cigna, Laura Biagiotti's husband and chairman of their fashion company, Laura Biagiotti Export, is fuming. The reason for his rage is an article published by Advertising Age International last month that criticizes Biagiotti's TV spot promoting its men's fragrance, Roma Uomo, for being dangerously laden with fascist imagery.
"We are filing suit to ask for damages," said Cigna, noting that the fallout from the article, which was picked up by several Italian newspapers and a national TV station, is having a negative impact on Biagiotti's image.
"It is unthinkable that a designer such as Laura Biagiotti, who is among the top 10 designers in Italy, who has never had a formal political affiliation, would create a fascist message," Cigna said. He added that the article, written by columnist Bob Garfield, is even more disturbing coming at a time when Italy's swing to the right -- with the election of a coalition that includes members of the neo-fascist MSI party led by TV magnate Silvio Berlusconi -- has created a furor in Europe and the U.S.
The spot, which was produced by The Chelsea Partnership in London through the Grey advertising group (Grey has the Proctor & Gamble account, and Proctor & Gamble distributes the Biagiotti fragrances), features a young man dressed in a white shirt, driving a Spider convertible around the streets of Rome toward the Coliseum. A crowd of spectators chants "Roma! Roma!" A beautiful woman emerges from between the columns of the Coliseum as the crowd keeps chanting. Suddenly she is enveloped in a billowing white sheet. The young man grabs a hatchet and starts slashing at the sheet until he finally frees the woman as the voiceover comes on: "The eternal power of man. Laura Biagiotti Roma eau de toilette for men."
In the article, entitled "Arriverderci, Roma ad: Beware fascist overtones," Garfield suggests that the chanting crowd could be shouting "Il Duce," instead of "Roma! Roma!"
"Call me oversensitive, but when I see a stadium full of Italians extending their arms in a ritual salute...I think fascist rally. I think brown shirts and black hearts," Garfield wrote."That's ridiculous," shot back Cigna. "Is that what he's going to see next Saturday at Giants Stadium when there will be thousands of Italians cheering for the Italy-Ireland game? This guy is crazy."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews