MILAN — Versace, supporting its retail expansion in China, has increased its spring-summer 2007 advertising budget by 15 percent to 20 percent on a global basis.
Nine new stores in Mainland China are on the agenda for next year, along with a launch in Macau and two shops in Taiwan.
The exact amount that will be channeled into the ad campaigns was not disclosed.
Donatella Versace tapped models Kate Moss, Angela Lindvall, Caroline Murphy, Carmen Kass and Doutzen Kroesls for the campaigns. Photographer Mario Testino shot them in an apartment in Manhattan to portray a luxurious lifestyle and the different moments in the day.
“I wanted to cornerstone the brand’s renowned aesthetics of what is glamorous, sensual and truly luxurious,” Versace said. “I feel that this campaign reconfirms today’s supermodel phenomenon and just how influential they are. Clearly, the society looks at them for how they dress, where they socialize and how they live.”
The photos will break in the February issues of top magazines worldwide.
While Versace continued to show off its glam side, Gucci traded its sun-spotted joie de vivre for graphic and static images of models Freja Beja, Milena Bogolopova, Nicholas Bemberg and Mathias Lauridsen. Their limbs are a lean tangle meant to recall the kaleidoscope of Sixties prints used by creative director Frida Giannini throughout the collection.
As always, the campaign was shot by Craig McDean in a studio here and will break in the January issue of Vogue Italia and L’Uomo Vogue. The ad budget was not immediately known.
This story first appeared in the December 26, 2006 issue of WWD. Subscribe Today.