ARNELL DOES CHANEL: Peter Arnell is really on the rebound. Last week he officially landed the Banana Republic account, and Thursday he scored another coup by winning the Chanel fragrance account, formerly handled in-house. Arnell will do all creative development projects for Chanel, including print and TV campaigns. He’ll work with Jacques Helleu, Chanel’s worldwide creative director.
TOMMY GETS DEWEY: Dewey Nicks will shoot Tommy Hilfiger’s upcoming fall campaign. Previous campaigns were photographed by Kurt Markus. “Markus gives them a more sophisticated edge, and Dewey’s approach is younger and more alive,” said Hilfiger. Nicks will be shooting men’s underwear on male and female models, as well as the men’s collection on male models.
GUESS’S NEW APPROACH: The latest Guess ads are a radical departure from the usual sexy models in various states of undress. The new ads, which broke this week in Entertainment Weekly and New York magazine, are double-page spreads of a product shot facing a page of text that explains part of the history of denim, in one case that the word jeans came from the town of Genoa and, in another, how the word denim came from the town of Nimes.
“I believe that eight out of 10 people don’t know the origin and development of jeans and denim, which is mostly American, but has its origins in Europe,” said Paul Marciano, president of Guess.
CANDICE’S NEWEST BABY: Candice Carpenter, president of Q2 Corp., is not only launching a new home shopping channel, but a family as well. She gave birth Thursday morning to a 7-lb. 5 1/2-oz. baby girl named Michaela English Carpenter.
BEYOND JEANS: To celebrate its 20 years in business, Bonjour hired Francesco Scavullo to shoot its spring ad campaign. “Who better epitomized the Seventies than Scavullo?” asked Ross Klein, vice president of marketing and creative director of Bonjour. “He makes women look sexy, confident and larger than life.” The result? A very Cosmo-like photograph of model Caprice in a sexy gold negligee. “Part of my goal here visually is to show that Bonjour is just not for jeans anymore,” said Klein.
“I just wanted her to look contemporary,” said Scavullo. “Everything’s a throwback, but I think it’s very Nineties. I hope I epitomize the Nineties, too. I wouldn’t lock myself into the Seventies.” The company will spend roughly $6 million on its ads and marketing this year, about the same as a year ago. The ads will break in April.