Almost-famous doesn’t cut it at Mango.
The Barcelona-based retailer will reveal today in London that Kate Moss will be the face of its spring ad campaign, continuing its tradition of hiring recognizable models and actresses to promote the brand.
This story first appeared in the January 24, 2012 issue of WWD. Subscribe Today.
“It’s important that she is a fashion icon who is famous worldwide and widely recognized,” a Mango spokeswoman said of the attributes necessary to appear in a Mango campaign. “She must be a reference for the Mango target market in order for Mango to become an aspirational brand for all our customers.”
That the fast-fashion chain prefers iconic faces to up-and-comers is evident in its choices, even in its early days. Models in its ads have ranged from Claudia Schiffer to Elizabeth Hurley to Penélope Cruz and Scarlett Johansson.
Mango’s spring ad campaign reunites Moss with photographer Terry Richardson. The two appeared together in a promotional video, “The Great Escape,” that Richardson directed for Mango’s fall 2012 runway show in Paris. “Our fall/winter 2012 campaign image was Isabeli Fontana,” a Mango spokeswoman said. “Our collaboration with Kate Moss at that time was a TV commercial. Given its success, we decided to use Kate Moss as our brand image.”
For the fall and winter campaign, Moss wore special-occasion and eveningwear items. Mango’s spring collection is fresher and more casual, given the season, and Moss dressed in casual garments in light colors and fabrics, such as a pleated coral dress, an oatmeal-colored sweater with pale yellow cropped jeans and a black top with black-striped white pants.
“I’m really excited to be working with Mango for spring/summer 2012,” said Moss. “We had a great time shooting the campaign. The team are so easy to work with, and shooting with Terry is always fun.”
Mango wasn’t apprehensive about hiring Moss, given her history of a hard-partying lifestyle, the retailer’s spokeswoman said. “Kate Moss was chosen as the image of Mango because she is a world-famous fashion icon, making her one of the most sought-after models in the fashion world,” she said. “She had a turbulent past, which she has put behind her to continue being a supermodel, and has recently married and become a mother. After two decades appearing on catwalks worldwide, she has demonstrated that she is the top model par excellence.”