NEW YORK--Tse cashmere is adding a new twist to its fall ad campaign. For the first time, the company will try to teach the public how to say Tse. The ads, shot by Patrick Demarchelier, featuring model Kirsty Hume, contain copy designed to play off the company name with phrases such as "qu'est-ce que tse" and "tse la vie." "We never tried to educate the public about the pronunciation of Tse, we just ignored it," said Rebecca Shafer, Tse's creative director. "Now that we've been in business over five years, people really know the company, and it was time to teach them how to say it. It's not the initials T-S-E like most people think." Tse will spend $2 million on advertising this year, twice as much as last year, said Shafer. An eight-page black and white insert appears in the September issues of Vogue and Harper's Bazaar. Other ads will run in the New York Times, W magazine, Allure, the New Yorker and Elle Decor, along with outdoor advertising on buses, telephone kiosks, billboards and bus shelters. "The increase [in advertising] is directed toward promoting our New York store, opening Oct. 1, along with the increased shop-in-shop program with our major retailers," said Shafer.
A room full of toiles at the haute couture atelier in the Dior exhibition at Les Arts Décoratifs, open in Paris since July 5. This is just one of three major exhibitions that have been timed to coincide with the house's 70th anniversary. See the rest of the exhibits, plus read WWD's look into the iconic brand's history. Link in bio. #wwdfashion (📷: @dominiquemaitre)
For spring, Pamplemousse's Danica Zheng presented her signature slip dresses attached to a white T-shirt along with floral windbreakers, off-the-shoulder cotton blouses and more. For more highlights from the New York trade shows, go to WWD.com. #wwdfashion
The Green Carpet Fashion Awards closed out Milan Fashion Week yesterday. The fashion industry flocked to the event, showing its efforts to support and spread the message of sustainability. Supermodel Gisele Bündchen said "if each one of us took at least one step is this direction, there is no saying how much could be done." #wwdeye #wwdfashion #mfw (📷: Lodovico Colli di Felizzano)
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)