Pringle took to the great Scottish outdoors for its fall ad campaign, which was shot by Ryan McGinley and features Tilda Swinton and Glasgow-born artist Douglas Gordon. The campaign was photographed at the 19th-century Ardkinglas Castle, in the Highlands north of Glasgow. “We wanted the mood to be raw, rugged Scotland, which is Pringle’s soul,” said Benoit Duverger, director of global communications for the brand. “We looked at about 23 castles — and chose this one because it was unmistakably Scottish.” Duverger said it was so cold during the shoot that Swinton had to wear two hot water bottles under her clothes. This is the second time Swinton and McGinley have collaborated with Pringle — and a first for Gordon. “He has a lot of femininity about him, and she has a masculine side. They’re a good match — and they both love fresh oysters first thing in the morning,” Duverger said. The color campaign will break in the September issues of magazines including the American editions of Vogue and Vanity Fair; British, French and German Vogue, and i-D.
Gordon, who is the face of Pringle men’s wear, has also designed the cover for the scaffolding that will soon go up outside Pringle’s Bond Street store, which is undergoing a revamp that will be unveiled in September. In June, the brand will launch e-commerce on pringlescotland.com.
This story first appeared in the April 8, 2010 issue of WWD. Subscribe Today.