NEW YORK — Madonna playfully acts like just another “working stiff” in the new Versace campaign shot by Mario Testino.
Breaking in the February issues of magazines such as Elle, Vogue, Harper’s Bazaar, In Style and W, the spring ads show Madonna plugging away in a pristine white office, lounging on an office daybed, talking on the phone and licking an envelope.
While lounging on the daybed, Madonna is dressed in a classic Versace printed shirt and jeans, with her $1,440 pink deerskin bag lying on the floor. In the image where she’s licking an envelope, she wears a silk jersey wrap dress with Medusa buckles, and her $1,335 gold “Snap Out of It” bag is close at hand.
According to industry sources, Versace will spend $20 million on its ad campaign this year, up 10 percent from a year ago. The company also plans to run the ads in men’s magazines such as Details, GQ and Esquire. Vogue, W, Details and GQ, like WWD, are owned by Advance Publications Inc.
“She’s an icon,” said Donatella Versace. “She is an innovator, a groundbreaker and she’s the best in her field. She relates to women of all ages. She’s got extraordinary personal style and has been a friend of mine and the house for many years.”
Styled by Brana Wolf, the ads were meant to show Madonna as a typical working woman in a modern office setting, but in reality, they were shot Thanksgiving Day in a London studio. That further heightens their surreal aspect. What working woman would be toiling away at the office on Thanksgiving Day?
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