Byline: Alice Welsh

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.

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