A VERSACE MOMENT: Gianni Versace wants Richard Avedon to be his house photographer. The designer is in negotiations with Avedon for a five-year agreement that would involve photographing for his company, as well as the Versace family, including Donatella Versace — to whom Versace wants to dedicate his next women’s fragrance. The deal would require Avedon to dedicate one month a year to Versace exclusively. At the end of the five-year run, the photographs would be published in a book along with Avedon’s 20 years of work for Versace. A deal with Avedon, however, won’t preclude Gianni’s continuing relationship with Bruce Weber, the fashion house said.

TRIPLE HEADER: Jane Cattani, who had been the PR director for Christian Dior’s couture and ready-to-wear in Paris for seven years, is joining Hearst Magazines in a new post. She’ll be European executive editor for Harper’s Bazaar, Town & Country and Marie Claire. Cattani will be based in Paris and will report equally to Liz Tilberis, Pamela Fiori and Bonnie Fuller, the respective editors of Harper’s Bazaar, T&C and Marie Claire.

ARNELL GETS JOLLY: Vernon Jolly, director of Visages New York, an artists’ representative firm, will become creative director and head of film and print media production at The Arnell Group. Many of those duties had been handled by chief executive Peter Arnell.

VIVE LE JEWELS: Cartier has launched its first TV ad campaign. Directed by Herb Ritts, the black and white ads feature Elton John singing in French as background music. Ritts chose models Tatjana Patitz, Rosemary McGrotha and Leticia Herrera, plus male pinup Hoytt Richards to appear in the ads, which had a production price tag of $1 million.

The ads were shot in Los Angeles, using Ritts’s signature look of subtle shades of gray, diffused lighting and dreamlike imagery. Sixty-, 45- and 30-second spots show idealized images of couples on sleek speed boats and a father and son racing on horses. In each case someone receives a gift, while John croons in the background, “La Vie en Rose.”

Cartier plans to blanket French TV channels through Christmas and will also run spots on three pan-European channels: CNN, Eurosport and NBC.

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