MILAN — Versace is tapping into another icon for fall.

After using Madonna in its spring campaign, Versace has turned to another longtime fan of the brand — Demi Moore — for its fall ads.

Just like the preceding campaign with Madonna, the six images for the new ads were shot by Mario Testino in the same London studio. The worldwide campaign breaks in the August issues of top magazines.

“I have known Demi Moore for many years and never has she been as beautiful as she is now,” said Donatella Versace. “Her presence is magnetic because it is entirely natural and never forced. Her personality comes shining through.”

Moore follows in Madonna’s footsteps, not only because both women are long-standing friends of Versace’s, but also because both the actress and the rock star successfully juggle careers and families. “I was thrilled and honored when they asked me to do the new campaign. Donatella is an amazing woman who has never been better and I adore working with Mario. The whole creative team was an absolute joy,” said Moore in a statement.

With spaghetti-straight hair parted in the middle and a glowing complexion, Moore exudes class and dash in low-rise jeans with a black chiffon blouse, a snug mustard coat and a body-clinging ivory jersey dress.

Lit in a luminous and fresh manner, the campaign conveys a lifestyle image that is softer and cleaner than in past seasons.

After having skipped a season on the men’s campaign, Testino shot Canadian model Gabriel Aubry in the same location.

Giancarlo Di Risio, Versace’s chief executive officer, declined to comment on Versace’s women’s ad budget, but said it was in line with last season’s.

But the ads reflect some of the changes taking place at the fashion house, particularly Versace’s drive to build its accessories sales. Two of the images feature accessories heavily — in fact, one ad shows nothing but a close-up of Moore’s face in Versace sunglasses.

This story first appeared in the June 23, 2005 issue of WWD. Subscribe Today.

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