After a three-season hiatus, Linda Evangelista will once again be featured in Kenar's ad campaign. This time, however, she shares top billing with Helena Christensen -- who replaced Evangelista in the Kenar campaign three seasons ago -- as well as an assortment of elephants, horses, acrobats and clowns.
Rocco Laspata, a partner in Laspata/DeCaro, Kenar's ad agency, photographed the fall campaign in California and used trained animals as props.
"We constructed the circus ourselves," said his partner, Charles DeCaro. Each day, animals, clowns, acrobats and trainers were brought onto the field to be photographed with the two models.
Among the images are Christensen on a flying trapeze, on a horse and strapped to a knife-thrower's target; Evangelista posing with an animal the agency says is a "liger" (a cross between a lion and a tiger), with a horse and as a ringmaster. The ads will carry the Kenar name in bright circus colors.
Kenar's ads will appear in the September issues of Vogue, Allure, Harper's Bazaar, Marie Claire, CondÄ Nast Traveler, Architectural Digest and Elle. Kenar will also run as an eight-page insert in the Sunday New York Times Metro section.
Two of the photographs -- Linda and the liger, and Helena on a trapeze -- will also appear this fall on the Times Square billboard.
The company will spend $1.8 million on the fall ad campaign, up from 1.5 million a year ago.
Kenar will produce a 16-page image book with the circus photographs, as well as an eight-page product catalog.
Laspata said that when the agency began the fall campaign, it asked the Kenar salespeople where they thought it should be headed.
"They said the [previous] campaigns were incredible, but everyone wants to see more clothes," said Laspata. So in addition to image shots, there are "clean clothing shots" throughout the campaign and collateral materials featuring all the Kenar lines, he said.
"I think image campaigns are great and they're working and they can build up a company name," said Laspata, "but at the same time, consumers and buyers would like to see a clean view of what the collection is."
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