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New Ads, New Line for Miss Sixty

During the men's wear shows in Milan this week, the company introduced actress Asia Argento as the new face of its fall and winter 2005 ad campaign.

MILAN — Miss Sixty has a new muse.

During the men’s wear shows in Milan this week, the company introduced actress Asia Argento as the new face of its fall and winter 2005 ad campaign. Jean-Baptiste Mondino shot the ads.

It won’t be Mondino’s only campaign appearing this fall. Come November, his photos of Jennifer Lopez will hit the pages of fashion and lifestyle magazines for the launch of the pop star’s fourth fragrance, Live Jennifer Lopez.

For Wichy Hassan, Miss Sixty’s president and creative director, Argento is much more than a model. “I used to sketch for an abstract and ethereal woman, now I think of Asia, design for her and show her my sketches,” said Hassan. “We talk about the product, and she is very stimulating, she’ll make changes, pick up the scissors and start cutting away.” The designer said it was “love at first sight” with the actress, whom he met a year ago, and that he “would love it if it were forever.”

Hassan praised Argento’s personality and said it suited the image of the Miss Sixty brand — sexy and feminine, but also provocative. “I was not merely looking for a pretty face. Asia is a thinking woman, a multifaceted icon, with dark, even androgynous touches,” said Hassan. “I really put my foot down and did all I could to have her.”

During the party at the new Fiat Cafe here, organized by Miss Sixty on Sunday to show the new campaign, the eclectic Argento played the DJ role and sang the night away — an impromptu performance that had the 800 guests filling the dance floor. In Mondino’s photos, Argento’s fair skin and artful poses contrast with the vivid colors of clothes and accessories, arranged untidily around her. When asked about Argento’s fee, Hassan quipped: “Many kisses.”

In the interview, Hassan also presented his latest project, a new brand called Waxy — flash collections the company offers to retailers that carry the group’s brands. Positioned at prices approximately 30 to 40 percent less than Miss Sixty, Waxy is designed as an autonomous line that will help retailers freshen up their product offerings.

“It’s a service we provide to retailers, and we’ll work with them on displays, windows and restocking,” said Hassan. Also, the designer noted that Waxy will benefit from Miss Sixty’s highly experimental and expensive finishings and details, which will eventually trickle down into Waxy.

The designer gave WWD a preview of the spring-summer 2006 Miss Sixty collection. Miss Sixty will explore new combinations of ethnic themes while maintaining its underground, Seventies pop art iconography. Styles will include Spanish and Mexican inspirations combined with the tattoo world, a pirate meets the Foreign Legion look, and sports meet the Fifties bon ton, with full, round skirts.

Miss Sixty has 7,000 points of sale and 200 brand stores around the world. Last year, it reported sales of 618 million euros, or $768 million at average exchange rates. In September, Miss Sixty will also launch a fragrance produced by Coty Inc.