LONDON — It seems that a good idea is a good idea — even if it isn’t a completely original idea.
First, photographer Peter Lindbergh shot some famous Hollywood kids for DKNY’s fall 1993 campaign. Now, Bruce Weber’s photographed the very same bunch for a Swedish retailer named Hennes & Mauritz, which says it was unaware of the DKNY campaign.
The ads are for the retailer’s own brand, Impuls, and feature the Coppola siblings, Sofia and Roman; Ione Skye and her brother, Donovan Leitch, and Zoe Cassavettes. Unlike the DKNY print ads, which had some professional models as well as the brat-packers and which showed them ensemble, the Hennes & Mauritz versions have no pros, and show two brat-packers at a time. The TV commercial for Hennes & Mauritz is closer to the DKNY campaign, showing the whole group sitting and talking.
“That’s a riot,” said Patti Cohen, senior vice president of public relations for Donna Karan, when informed about the Hennes & Mauritz ads.
“That whole crew is friends now. You think of them as a group. Those things happen,” added Trey Laird, Karan’s creative services director.
A spokeswoman for the Swedish retailer said they didn’t know anything about the DKNY ads.
“Bruce Weber recommended the models,” she said.
That was seconded by Mitte Blomquist, art director at the Stockholm-based ad agency Och, which is overseeing the campaign.
“Bruce Weber suggested we use the young people from Hollywood,” said Blomquist. “Hennes wanted to get across the idea of friends and that would have been difficult to achieve if we’d worked with models who didn’t know each other.”
Weber couldn’t be reached for comment.
Hennes operates about 300 stores selling women’s and children’s apparel in eight European countries. While company executives wouldn’t reveal the cost of the campaign, it did say it was spending 20 percent more than a year ago.
The print ads will run in European music and entertainment magazines and on billboards in Sweden. Hennes will buy about 75 percent of the billboards in Sweden over the next two months to promote its spring lines. It also will have a campaign on MTV Europe, beginning Tuesday and running for 10 days.