NEW YORK — Uma Thurman seems to be LVMH’s advertising darling. Her print ads for Louis Vuitton launched this month, and now she’s pushing product for Tag Heuer — also an LVMH Moët Hennessy Louis Vuitton-owned firm, though executives insisted the brands’ decisions to hire Thurman had nothing to do with each other.
Thurman is one of four celebrities in the luxury watch company’s new ad campaign photographed by Patrick Demarchelier and titled “What Are You Made Of.” Golf pro Tiger Woods, tennis star Maria Sharapova and NASCAR racer Jeff Gordon also will appear in the ads, which are set to begin in mid-February.
“We’re broadening the brand positioning from sports-inspired to sports-, fashion- and glamour-driven,” said Daniel Lalonde, president and chief executive officer of LVMH Watch and Jewelry, at a press conference Tuesday at the Mandarin Oriental Hotel here.
Indeed, Woods has represented the brand since 2003, and Sharapova and Gordon will continue to appeal to the sports-minded consumer. But Tag Heuer has a history with Hollywood, starting in 1970 when Steve McQueen partnered with the company to support its Monaco Chronograph watch. Since then, Tag Heuer watches have been placed in a number of films, most recently the Golden Globes-nominated “Closer” and “Collateral.”
In the ads, Thurman is posing with her wrist near her face; both Woods and Sharapova are shown finishing a swing, and Gordon appears in his racing gear. All the ads, except for Gordon’s, will run worldwide. Gordon’s will only appear in the U.S.
Thurman, who has a three-year contract with the brand, was chosen because she portrays intelligence, strength, beauty and style, Lalonde said. “And if you’ve ever seen ‘Kill Bill,’ you see she’s still feminine but performance-driven,” he said.
Like the three other ambassadors, Thurman will contribute to the design of Tag Heuer watches, in particular the Links series.
The firm will invest deeper in its women’s business this year and will introduce women’s styles with touches such as diamond and mother-of-pearl in each of its five collections. Last year, the brand saw a mid-30 percent increase in overall sales. Tag Heuer expects its greater focus on the women’s market in 2005 will help drive high-double-digit increases in sales this year, Lalonde said, and expects the women’s sector to grow at a 50 percent faster rate than the men’s.To attract the consumer, in addition to signing Thurman and Sharapova, Tag Heuer will begin advertising in women’s fashion magazines starting with March issues. Lalonde declined to say how much the “What Are You Made Of” campaign cost, only revealing the budget was a double-digit increase over last year’s plan.
With the advent of the Woods campaign, which brought immediate double-digit growth within the first month, Tag Heuer was quick to learn the power of a celebrity endorsement. It appears that it’s not looking back. Also beginning in February, Brad Pitt will serve as a regional brand ambassador for the European and Asian markets. As to whether Pitt’s ads will ever come to the U.S., Lalonde said: “We’ll see how it goes. Maybe in time he’ll become a global ambassador.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)