MEMO PAD

BOYS CLUB: Guess’s new ad campaign takes a totally new direction for spring — all men. The ads are reminiscent of the gritty city, circa 1950s, and rather than showcase this year’s Claudia or Anna Nicole, it’s got male hunks Alex Lundqvist, Keith Mallas and Sascha.
The “Rebel Without a Cause” ads were shot in Manhattan and Brooklyn Heights by Dean Isidro and will appear in January issues of W and Interview, and the February issues of Allure, George, Vogue, Detour, Interview, Live!, Wired, French Vogue, Man, Woman, L’uomo Vogue and Amica.
An additional image campaign that features women and men will also break in February magazines, though details couldn’t be learned.

BY GEORGE: A hefty 13 percent of readers who bought the first issue of George on the newsstands returned paid subscription cards, versus the two percent norm, one reason the political lifestyle mag may go monthly as early as July, said David Pecker, ceo of Hachette Filipacchi, which publishes George. Also in the works is a direct mail campaign to start next week. Other vital signs: Newsstand sell-throughs of 98 percent and 77 percent for the first two issues, and 100 ad pages sold for the third, against 50 budgeted.

TV GUIDE TO FASHION: TV Guide has launched a new weekly page called Star Style, highlighting the clothes and style of TV stars. In addition, TV Guide devotes its entire feature well this week to one of fashion’s most-talked about topics — hair. The Big Hair issue features notable TV bobs throughout the decades, from Farah to Flip Wilson to Kojak; “Tales from the Power Hair Pack” — a look at the anchorwomen; “best and worst” cuts of the season, and a feature on Jennifer Aniston. The issue notes Aniston is about to change her hairstyle and gives readers different styles to cut out and try on the perky “Friends” star.

PENER PENS FOR EW: Speaking of weekly fashion coverage, Degen Pener has joined Entertainment Weekly as staff writer, covering style, a new post. He had been writer-at-large at Elle, covering movies, fashion and pop culture.

NAKED ELVES: PETA’S “Rather Go Naked than Wear Fur” ad, featuring Todd Oldham with his hands clutching Kathy Najimy’s breast (WWD, Friday, Dec. 15) was deemed too racy to run in The New York Times, The Boston Globe and The Los Angeles Times. However, it was picked up by Penthouse magazine, which will unveil the ad on its Internet web site on Christmas Eve, along with other ads from PETA’s “naked” series. Visits to the erotic web site have topped 2 million a day since its launch last spring.
‘We had planned to run them in the Christmas Eve editions [of the newspapers], and they were turned down for their racy content,” said a PETA spokesman. The ad was shot in New York by Ken Nahoum.

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