MILAN — Versace Bright Crystal, the Italian design house’s top-selling women’s fragrance, will be getting a new boost with its first new ad campaign in five years.
Euroitalia, Versace’s fragrance licensee, has produced a print and video campaign done by Mario Testino with creative direction from Donatella Versace. The campaign features top-earning South African model Candice Swanepoel. The new print ad will make its debut on July 5 in the U.S. in Glamour magazine. That will be followed with ads in Cosmopolitan, InStyle and Allure. All the magazine inserts will include scented strips, according to Claudio Tenan, export director at Euroitalia. The video version will be shown on TV in Europe in the fall and other parts of the world. Tenan said the company is still discussing the strategy for the video in the U.S. So far, all that has been decided is that it will appear on the Web in the U.S.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"