LAUREN HUTTON IS NAMED SPOKESWOMAN FOR NAHM
NEW YORK — The hosiery industry has gotten itself a spokeswoman for the first time — actress and model Lauren Hutton.
Hutton has signed a one-year contract with the National Association of Hosiery Manufacturers to help promote its national industry education program.
As reported, the NAHM’s 15-member steering committee is trying to get retailers involved with its campaign to educate consumers about hosiery care, fit, durability and style options. The news from NAHM confirms an earlier report that Hutton was being considered for the job.
Financial terms of the agreement were not disclosed.
The group selected Hutton because she appeals to a wide range of women, according to the NAHM.
For her first assignment, the 50-year-old Hutton described the benefits of hosiery, during a “satellite media tour” with 30 local television stations, the NAHM said. She also emphasized how fashion’s return to glamour focuses on the leg.
Earlier this month, taped segments of the interview aired on news programs, and the NAHM estimated that Hutton’s initial effort reached 1.9 million consumers.
In the future, Hutton might make in-store appearances and do TV interviews, among other projects, according to NAHM, and the group plans to meet with Hutton in the next month to outline a media plan.
As part of its campaign, the NAHM plans to poll 1,000 female consumers about their views on pantyhose. One question among the 15 listed on the survey is, “What, if anything, do you like about pantyhose?”
They will also be given a list of nine celebrity women and asked which one has the best legs. The respondents will be able to fill in a name not listed, but among the names suggested, Hutton tops the list.
Hutton’s modeling agent, Trisha Freeman at IMG Models, said she receives an average of 50 inquiries each week about her client. While the actress is involved with several nonprofit organizations, she generally steers clear of being a spokeswoman, the modeling agent said.
“Lauren’s sincere,” Freeman said. “She only gets involved in projects that she believes in.”
In September, she represented the American Home Sewing and Craft Association in a national TV ad campaign. Hutton wasn’t available for comment. In the Seventies, Hutton gained prominence by negotiating her own deal for her work for Revlon and is appearing for Revlon once again. She is also featured in the J. Crew catalog.