SHOWS ARE WORTH GOING TO AFTER ALL: What does turning up at a fashion show get an actress beyond a free dress, glass of Champagne and gift bag? Well, maybe an ad campaign — just ask Kate Bosworth, who landed the job for Calvin Klein Jeans after she attended the spring show for Collection in New York in September and cohosted the postshow dinner for Francisco Costa. “She’s so loyal,” said Malcolm Carfrae, senior vice president, global communications. “After the show, she came and met with virtually everyone [at Calvin Klein].”
For her part, Bosworth said that “to be featured in a Calvin Klein Jeans campaign, with its history of iconic imagery, is very exciting for me.” While the actress appears regionally in China for Coach, this is her first global campaign.
This story first appeared in the January 9, 2008 issue of WWD. Subscribe Today.
The images, shot by David Sims in New York, represent a return to a “clean, pure and simple all-American” look, said Carfrae, a departure from last season with Jamie Burke, who was decidedly more edgy and gritty. Bosworth is currently filming “21” and apparently will be profiled in the February issue of Vogue. The ads break in the February issues of major fashion titles.
The Collection ads, shot by Fabien Baron, feature 16-year-old model Toni Garrn, whom they have exclusive rights to use.
For Calvin Klein white label, Halle Berry’s paramour, Gabriel Aubry, is again appearing in the ads, alongside model Doutzen. “She was relatively unknown two years ago, in a campaign we did with her, and now she has become a Vogue favorite,” added Carfrae. Aubry is also the face of Calvin Klein Sport. Mikael Jansson shot the pair in Los Angeles, styled by Karl Templer, who worked on all the campaigns.
Apparel for ck Calvin Klein will launch in the U.S. in the spring, and be supported with a regional ad campaign. Models Ali Stephens and Laurent Albucher, who were also photographed by Sims, will be seen in Chicago, San Francisco, New Jersey and Westchester County in New York. Collectively, Carfrae said Calvin Klein’s budget for advertising rose 10 percent from last year — which was also up 10 percent from the prior year.
In other Calvin Klein news, the company tapped Denise Zamarioni as the Milan-based vice president of public relations for Europe. Zamarioni joined from Vivienne Westwood, where she was the London-based international head of press since 2001. At CKI she will be in charge of all communications and event efforts in Europe and the Middle East and report to Carfrae, who is based in New York. — Amy Wicks
PREGNANCY IS OK: OK Magazine generated lots of buzz when it gained the exclusive on Britney Spears’ little sister, Jamie Lynn, being pregnant, including an article in The New York Times on Jan. 2 about the scoop and its impact, which said the industry assumed the magazine paid $1 million to the Spears family to get it. In the piece, The Times said OK publisher Tom Morrissy sent an e-mail message to prospective advertisers outlining all the press coverage the story had received. The Times claimed the Dec. 31 issue of OK sold “nearly two million copies, roughly twice the usual number.”
But, according to several sources familiar with scan data, sales of the issue may be much lower than that. Sources said single-copy sales of the issue sat below 900,000 — factor in subscriptions, and the issue’s total sales were estimated to be around 1.3 million, well below the two million projection in The Times. Some OK competitors already were dubious about the two million sales projection, pointing to the fact that little sister Spears was relatively unknown before her personal drama. “All Britney saga aside, Jamie Lynn is a 16-year-old girl that has never really been in the spotlight. Yeah, she’s pregnant, but who is she?” said one editor in the celebrity category. “It was huge in the industry, but in the end, Britney is the story and Jamie Lynn is the sidebar.”
Maybe, but the issue will still be a record breaker for OK, claimed Morrissy. While contending he never promised the issue would sell two million copies, he told advertisers in an e-mail Tuesday — and later repeated to WWD — that “we project a newsstand sale of 1.3 million for a total delivery of close to 1.7 million for the week. This caps a second half in which the magazine averaged 947,055 copies on our 850,000 rate base.” The issue would be the first time that OK Magazine sold more than one million copies at newsstand. But official numbers won’t be known for a few months, when audited figures from the Audit Bureau of Circulation are released. — Stephanie D. Smith
SOME ARE GOING, BUT ONE IS STAYING: Martha Stewart Living Omnimedia continues to trim its sails, with another round of layoffs quietly taking place on Tuesday. People at the company said that among the casualties were Robb Riedel, managing editor working on book projects, and Wendy Mure, brand development director at Everyday Food. There was also talk of a half-dozen people being eliminated in the art and marketing departments, and possibly at Weddings, though it could not be confirmed at press time. “Nobody can get anything done,” complained one MSLO employee. “Every day, it’s, ‘Is it a work day or a firing day?'”
Meanwhile, MSLO chief executive officer Susan Lyne took her first day back from vacation, Monday, as an opportunity to respond to a report in the New York Post that she might not renew her contract. “Nothing could be further from my plans,” she wrote in an e-mail to employees. “I love this company; more importantly, I believe in the company. We made a big investment in our future this past year — an investment that will start paying off in 2008 — and I want to be here to see that growth. I also know just how lucky I am to work with all of you. We have the best teams in New York at MSLO — bar none.” — Irin Carmon