Monday, November 16, 2009

Campaign Predictions

Each day more and more campaign news for the upcoming season leaks. And each day I get more and more disappointed. Aside from a few gems like Vanessa Hegelmaier and Kelsey van Mook for DKNY, Ginta Lanpina for Derek Lam, and Jacquelyn Jablonski and Valerija Kelava for Celine, the forecast does not look good if you're model obsessed like I am. Most campaigns are going to celebrities (Madonna), pseudo-celebrities using their last names to cash in on the accomplishments of their relatives (Dree Hemingway, Georgia May Jagger), and the older generation of models (Natalia Vodianova, Claudia Schiffer, Carmen Kass).

As much as the fashion industry prides itself on being a predictor of future trends and styles, it ironically lags behind in adjusting to events that take place in the real world. And so I believe the industry is finally feeling the full impact of the economic recession that started over a year ago, and campaign casting for the upcoming season especially reflects this. Few brands are willing to take risks with lesser known models. And almost all brands are going with familiar and conventionally beautiful faces. So where does that leave Freja? I'm afraid the answer to that question doesn't sound good, as models at her level are seemingly being left out of the shuffle for the most part.

So far she only has Chanel, but it seems to be a supporting role. And I don't think she's likely to repeat any of her other campaigns from last season. Gucci was already shot in Miami (possibly while Freja was still in Argentina) by Mert & Marcus and they don't usually work with Freja. In fact, they've only worked with her once back in 2005 at the beginning of her career. And like Inez and Vinoodh, they make a habit out of using their favorite girls in their campaigns which means Freja is out. Word is that newcomer Jacquelyn Jablonski landed the Gap campaign, which is great news for the New Jersey native, but not great news if you were hoping for Freja to repeat.

We probably won't know who landed Pollini and J Brand until those ads come out, but Pollini didn't even put on a runway show this season so I won't be surprised if they forgo a campaign altogether. But even if they do have a campaign, judging by their history, they would most likely go with a new model as they are not apt to repeat faces.

Not to be pessimistic, but the outlook is pretty bleak. What other campaigns do you think Freja could possibly score, if any? On a positive note, each season she does seem to surprise us by appearing in unexpected campaigns at the last minute. Last season it was Pollini and J Brand. The season before that things looked hopeless but then she showed up in Karl Lagerfeld and Roberto Cavalli. Maybe this season it will be Akris? A brand whose runway show she's opened and closed many times. Or maybe Chloe will bring her back just like Gucci did last season? What do you think? Your guess is as good as mine. At this point, all we can do is sit back and wait.


Anonymous said...

i wouldn't throw in the towel just yet.i'm hoping for Chloe.

Rrose Sélavy said...

I haven't thrown in the towel yet, but I wonder what else is left? What else could Freja possibly land?

Anonymous said...

I may be mistaken but didn't Freja work with Mert and Marcus for Emporio Armani fw 08? Nevertheless, the timing of gucci shoot and Chanel shoot seems to have clashed.

Rrose Sélavy said...

Ahhh, you're right. I was only looking at editorials and forgot about campaigns. My bad. Thanks for keeping me on my toes!