LONDON — Pringle is turning over a new leaf with an edgy ad campaign — and there’s nary a baby deer or campfire in sight.
Pringle’s new creative director, Clare Waight Keller, is making a break from the dreamy Scottish mood of past campaigns to focus on the power of the individual.
The black-and-white campaign, shot by David Sims, stars models Freja Beha Erichsen and Tom Guinness-Taylor. Keller worked alongside Fabien Baron on the concept.
“We were inspired by David Bailey’s photos from the late Sixties and early Seventies. We loved the individual, very British spirit of those photos,” said Keller, who joined Pringle last year. This is the first ad campaign she’s overseen for the company.
“It’s a departure from past campaigns, and it was important for me to make that distinction. My point of view is radically different from past ones at Pringle. I want to make the individuals the focus. Both models look very pulled-together, but there’s a certain sense of rebellion underneath the surface, something a little bit dangerous, a sense of walking on the edge,” Keller added.
Baron said it was a priority to make a break from past campaigns, which have starred Sophie Dahl as Pringle’s sexy “sweater girl,” Heidi Klum flashing a lot of skin — and some cashmere — and models gathered around a campfire against a natural landscape.
“We’re focusing on building a history around the individual, rather than the product,” said Baron, who is working with Pringle for the first time. “We wanted to show the Pringle woman as very feminine, free and easygoing — one the customers could relate to.
“And with regard to the men’s campaign, we wanted to create a very masculine, but gentlemanly image. I think there’s something clean, beautiful and elegant about these pictures, and I think it’s a good point of departure for Clare.”
Baron has also designed a new logo for the company, which has been hand-drawn in black and white and still says Pringle of Scotland. It’s more sleek than the former one, however, and incorporates the company’s two royal warrants.
The women’s campaign will break in the September issues of magazines including American, French, British and Russian Vogue, Vanity Fair and W, WWD’s sister publication. Pringle has taken double-page spreads in the magazines.
The men’s component will break in the July issue of L’Uomo Vogue and will appear in the International Herald Tribune later this month.
A Pringle spokeswoman said the ad budget has “increased substantially” compared with seasons past, although she declined to reveal any figures. She said this season the company is also branching into new markets, advertising in countries such as Greece, France, Belgium and Russia, as well as Scandinavia.