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MATCHLESS MAKER: Matchless, one of Britain’s oldest motorcycle brands, is set to launch men’s and women’s outerwear collections in June — and the face of its fall/winter ad campaign is Kate Moss. Terry Richardson shot the black-and-white campaign at MC Motors, a former warehouse in London’s Hackney.
Moss is pictured on a Matchless motorbike along with fellow model Andre Van Noord. The ads will break in June issues of “top-tier” titles, according to the company, which is still finalizing its media plans.
This story first appeared in the March 28, 2013 issue of WWD. Subscribe Today.
“We are delighted to be working with Kate Moss on this first Matchless advertising campaign of this new era of the brand,” said Michele Malenotti, a member of the Matchless board, and the company’s marketing and business expansion director. “The campaign reflects the heritage of the brand, which we are excited about sharing with Matchless enthusiasts and consumers alike.”
The brand makes leather and washed cotton jackets both for motorcycle enthusiasts and for those who get their thrills looking hip on city streets. Prices range from 900 pounds to 1,300 pounds, or $1,340 to $1,940, for leather jackets, and from 600 pounds to 900 pounds, or $890 to $1,340, for washed cotton ones. All figures have been converted at current exchange.
WWD reported in February that brothers Manuele and Michele Malenotti, the former owners of Belstaff, have taken control of Matchless. The passion for bikes runs in the family, as their father Franco Malenotti, founder of the family business Clothing Company, is an avid motorcycle fan. In 2011, Labelux Group bought Belstaff, known for its waxed cotton biker gear, and has been relaunching and expanding the brand globally.
Henry Collier, a design engineer, entrepreneur, and winning rider, and his brothers founded Matchless Motorcycles in 1899.