NEW YORK — Iconix Fashion Group recruited six cast members from MTV’s “Laguna Beach” to star in its Bongo spring advertising campaign.
Using a half-dozen models gives Bongo the chance to show off an array of its women’s and men’s apparel and footwear. The seven-figure print campaign will break in the March issues of fashion, entertainment and lifestyle magazines.
Just as last season’s poster couple, Nicole Richie and her fiancé DJ AM, reveled with friends, the Laguna Beachers were encouraged to whoop it up by the pool and on the beach in Santa Monica, Calif., during last week’s shoot.
Talan Torriero unexpectedly gave his friends reason to celebrate by announcing he had bought a 5-carat engagement ring for Kimberly Stewart. Jason Wahler, Lauren Conrad, Alex Murrel, Stephen Colletti and Kristin Cavallari greeted his news with remarks like “Are you crazy?” said Iconix’s creative director Dari Marder.
Iconix picked the MTV crew after realizing all the young Hollywood couples had broken up, Marder said. Torriero has since nixed the wedding plans after being engaged 11 days.
Regardless of their dating status, the reality stars delivered for photographer Roxanne Lowitt. While shooting a pool party scene, the gang got carried away throwing each other in. Another setup — toasting s’mores by bonfire — wound up being a melted marshmallow fight.
“At first, it had a sexy feeling. They were feeding each other and then they had s’mores all over their faces and hair,” Marder laughed.
To ensure a lively shoot, Iconix rounded up The Colour, an Orange County-based band, to perform. At one point, Murrel, who is shopping around a record deal of her own, jumped on stage with the band to sing “Wild Thing.” She isn’t the only multitasker on the show: Conrad and Cavallari have lined up on-air gigs with other programs — something that appeals to Iconix, a conglomerate known to always be looking for the next thing.