NIGHT FEVER: Peter Copping, artistic director at Nina Ricci, has unveiled his first advertising since joining the French house in 2009 — distilling his vision via model Malgosia Bela plopped poolside on a velvet banquette in a frothy dress. “She looks contemporary, modern, sensual — all those things I see for the Ricci woman,” Copping said. Lensed by Inez van Lamsweerde and Vinoodh Matadin at the Greenwich Hotel in New York, the spring campaign is slated to break in the February issue of Vogue Paris. Copping declined to disclose budgets, describing a small, targeted media plan covering top glossies in France, Germany, the U.K., Italy, Japan and the U.S., and select niche titles. “It’s definitely an image campaign,” he said. “It’s the strongest way of getting your message across.” Given the spring collection’s dressy nature, Copping’s mind went to young jet-setters like Charlotte Casiraghi and Julia Restoin Roitfeld who are “not sitting at home in a party dress. They’re out and about and wanting to be seen.” To wit: a nightclublike setting, a zigzag of neon and her flash-startled expression. Next up is Copping’s overhaul of Ricci’s Web site, slated for March.
This story first appeared in the January 18, 2011 issue of WWD. Subscribe Today.
— MILES SOCHA
JOINING NORDSTROM: Michael Crotty, senior vice president of advertising, marketing and public relations at the Neiman Marcus Group, has joined Nordstrom Inc. as vice president for Nordstrom Brand Marketing. NMG has experienced a string of executive changes within the last four weeks, including realigning the responsibilities of its general merchandise managers, and the departure of Margaret Spaniolo, gmm at Bergdorf Goodman for men’s, home, beauty and jewelry, who joined Thom Browne as president.
Crotty covered a lot of ground over the years at NMG, filling marketing slots at the Bergdorf Goodman and NM Direct divisions, as well as supervising the overall marketing efforts for the group over the last year. He later became Bergdorf’s vice president of marketing and advertising, and has held consumer marketing positions with CDNow.com, Sony and Time Warner. He also served as vice chairman of Shop.org, an association of retailers with online operations organized by the National Retail Federation. Last year, Karen Katz, president and chief executive officer of NMG, recruited Crotty back to the business.
— DAVID MOIN
STELLA’S CRAFT WORK: Stella McCartney has taken an artsy turn with her spring ad campaign. The campaign, shot by Mert Alas and Marcus Piggott, is made up of two shots featuring mirror images of models Joan Smalls and Malgosia Bela. While in one image Bela wears a Stella McCartney tunic dress printed with ripe oranges, lemons and limes, she is pictured alongside an identical image of herself wearing nothing but a strategically placed collage of blown-up images of the fruit print. “I wanted to play with the purity and realism of the citrus print from summer 2011….exaggerating the scale and playing with the female form in its purest form, as nature intended,” McCartney told WWD. In another image, Smalls wears a tailored pastel trouser suit, alongside an image of the model wearing only a swimsuit-shaped collage of the suit’s lapels. McCartney is no stranger to creative campaigns — she’s collaborated with artists Barry Reigate and Robert Crumb on some of her past ads.
The campaign will break in the March issues of Vogue, W and Harper’s Bazaar. A Stella McCartney spokesman said the label’s media plan had increased this season, and the label is taking more advertising pages in titles in the U.S., the U.K., France and Italy.
— NINA JONES