Luxury brands have long used celebrity PR to encourage consumers to lust after their brands. For fashion PR the business of who is sitting front row is what draws media attention. Stars score big pay days to sit front row with perks of freebie clothes and accessories. The celebrity and the luxury brand both partner to increase brand awareness.

Cash for celebrities, it transpires, has long been standard practice. So when you spot Rihanna sitting in a fashion show, what you don’t see is the £60,000 she has reportedly been handed in return for the favor.

Beyonce, her fellow A-List pop star, is said to attract a similar wage, while the more penny-pinching labels might secure American actress Chloe Sevigny for a mere £40,000.

During London Fashion Week, different houses battle it out for an estimated £100??million spent on orders during the six days of events. With around 100 shows taking place, competition is fierce for coverage in the next day’s newspapers.

This year, the most notable example of this was Burberry’s show, which saw its front row packed with a host of well-known faces including Alexa Chung, actor Jeremy Irvine and model Rosie Huntington-Whiteley.

Mulberry also saw its show splashed across websites and papers after it boasted a celebrity-filled front row including stars from ITV drama Downton Abbey.

Counter-intuitively, however, it is understood that neither of these shows paid for the celebrities to attend. So how did they pull it off?

So do you think that seeding celebrities in the front row at fashion shows really work to build credible PR ? I wonder is this sustainable publicity or just fluff.

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Popular jewelry and accessories website, SadeeSays.com, today announces they are teaming up with luxury lifestyle and fashion boutique PR firm, Cece Feinberg Public Relations to handle all of their public relations needs and forthcoming campaigns.

SadeeSays.com showcases the talent of many up and coming designers who share owner and curator Sharon Silfen’s luxe-hippie aesthetic. Cece Feinberg Public Relations, an established firm specializing in fashion and luxury goods with offices in New York and Miami, will implement a dynamic and focused on-going media campaign to promote a core group of featured designers as well as the retail website to fashion and lifestyle press.

About SadeeSays.com

SadeeSays.com is the most recent business in Sharon Silfen’s 30 year career in the fashion industry, after having owned several wholesale & retail establishments in Los Angeles, New York, and Florida. Sharon has found a way to fulfill her artistic expression through creating an e-commerce boutique that is in-tune with her outlook on life. The fun, fashion-loving site combines an array of unique and up-to-date classic collections from designers such as Erika Pena, Frisk, Haati Chai, Jacki Easlick, Taara Jewelry, Anuja Tolia, Susan Joy, Jewels by Dunn, Luv AJ, Indi-Chic, and more. Sharon’s blog, which is linked to the site, captures and reflects her global gypsy journey through fashion and life and interlinks her opinions about style & music throughout. She says: “I promise that you will never find a “Must have” or a “Who looks best in what” on this site, for I believe fashion should be a personal reflection of one’s own unique self.”

About Cece Feinberg Public Relations

Based between New York and Miami, Cece Feinberg Public Relations is an established full-service boutique firm with an expansive client list containing names from around the globe. Specializing in fashion, entertainment and luxury lifestyle, Cece Feinberg Public Relations introduce their clients to spotlight press exposure through the finest high-profile events, editorial exposure and creative marketing campaigns.

Source

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“Captivated” – Craig McDean and David James portray the new Mercedes-Benz CLS with Karolina Kurkova

Mercedes-Benz is actively involved in fashion events in 30 countries on every continent. In addition to establish fashion weeks in Berlin, New York (up-coming from February 10th to 17th, 2011), London, Milan, Paris, the German luxury brand is also present at exclusive fashion events in several other major international cities including Mexico City, Stockholm, Beijing and Buenos Aires.

The Mercedes-Benz commitment to fashion in berlin is again a resounding success – Mercedes-Benz can look back on a successful title sponsorship of this season’s Mercedes-Benz Fashion Week Berlin. The highlight was the now traditional Fashion Night hosted by Mercedes-Benz and VOGUE in the Restaurant Borchardt, where a veritable who’s who of the fashion scene gathered for a creative get-together. Vice President Brand Communications Mercedes-Benz Cars, presented the fascinating new visual motif for Mercedes-Benz Fashion Week. Another resounding hit was the “Made in Sweden” show presented by Mercedes-Benz as part of its growing commitment to fashion.

With its new “Captivated” key visual, Mercedes-Benz maintains their growing reputation for producting visionary fashion campaigns. The visual was launched at the Mercedes-Benz Fashion Week Berlin in January 2011. It is the latest in a series of creatives seasonal campaigns that combines fashion and automobile design in a unique style.

The Mercedes-Benz fashion campaign for the Autumn/Winter 2011 season is noble and dynamic in its contrasting monochromatic imagery. The acclaimed fashion photographer Craig McDean, in close collaboration with the British creative director David James, portrayed the new Mercedes-Benz CLS with supermodel Karolina Kurkova. True to the campaign’s theme, ‘Captivated’, the result is a spectacular fashion visual that will enchant the viewer with its beauty, dynamic and extravagance.

The key visual for Autumn/Winter 2011 fashion campaign by Mercedes-Benz is equally powerful with its interplay of dynamic form and sensuality. The backdrop consists of staggered mirror panels, with the CLS and Karolina Kurkova in a striking black ensemble positioned in the foreground. The visual carries the distinct mark of prime stylist Marie-Amélie Sauvé, who describes her own styles as “abstract sexy”. No colours are employed. Instead, the visual conveys its magical fascination through a dialogue of monochrome imagery.

“Transforming the dynamic, athletic design of the new CLS into a powerful yet feminine fashion image is the task that Craig McDean and David James were asked to approach. The photo motif perfectly translates the car’s design features into the visual language of fashion adopting the lines and surfaces of the CLS to create this final composition. Following the surreal interpretation of last season, we now enter a new avant-garde dimension with this campaign,” explains Andres Sundt Jensen, Vice President Brand Communication Mercedes-Benz Cars.

Craig McDean’s long standing passion for automobiles and his strong visual aesthetic made him a perfect candidate to shoot this particular key visual campaign. “When I look at a car, I’m initially obsessed with the design and its contours. They always hie a deeper meaning. In this case, I wanted to create a true fashion photograph. It shoudn’t portray the CLS statically as advertising photos often do. Instead, I wanted tu capture both the car and Karolina Kurkova in motion at the point of interaction.”

The Creative Team

Mercedes-Benz CLS

The new CLS embodies a cultivatesportiness. With the second generation of its popular four-door Coupé, Mercedes-Benz has succeeded in turning out a new edition with a captivating design and state-of-the-art technology. Immediately striking is the innovative front design with its long, sporty hood. Another key feature is the elegantly drawn proportions of the CLS silhouette that are enhanced by their dynamics and a new interplay of lines and surfaces. From the technical perspective, the CLS is more efficient and agile due to its lightweight construction and new electro-mechanical direct steering. High-performance LED headlights offer more visibility, and the car’s safety credentials are improved via new Advanced driver Assistance Systems.

Craig McDean

Photographer and filmmaker Craig McDean is renowned for his striking fashion photography and portraiture. The British artist, currently residing in New York, has photographed international campaigns for such brands as Dior, Gucci, Yves Saint Laurent, Armani, Estée Lauder and Calvin Klein. He is also a regular contributor to several publications, including American, British, French and Italian VOGUE, Interview and W Magazine. McDean’s work has been displayed in the Museum of Modern Art in New York and in the Museum of Fine Arts in Boston. Moreover, he is a passionate motorist who has competed in drag races. His firs book, “I love Fast Cars” was published in 1969 in homage to the American drag racing scene.

Karolina Kurkova

Karolina Kurkova is presently one of the most popular top models in the business and in constant demand on the international catwalk, in fashion productions and for global advertising campaigns. Kurkova, who was born in the Czech Republic, was discovered by a model scout and received an exclusive contract with Prada/Miu Miu. She graced the cover of the American edition of VOGUE for the first time in February 2001. Her international career progressed exponentially from here. In the early years, she appeared on further 52 magazine covers. Kurkova lives in New York with her husband Archie Drury and their one-year-old son Tobin. She is committed to the welfare of children and is an ambassador of Free Arts, an organization that sponsors art programs for abused and neglected children.

David James

British art director David James initially generated industry attention through its work for Prada. He has implemented the brand’s campaign since 1997 and designs a lavish and exclusive invitation to their fashion shows every season. He is also Creative Director of AnOther Magazine and has developed highly regarded campaigns for Alexander McQueen and Christian Dior. James worked with photographers such as Trevor Key and Nick Knight, now, he has focused his work towards the movin image, often generating visuals for his advertising campaigns from existing film material. David James eschews public attention, declines requests for interviews and notoriously prefers to work in seclusion.

Marie-Amélie Sauvé

Stylist Marie-Amélie Sauvé is most recognised amongst the international fashion community for her work with French VOGUE and close realtionshipe with Balenciaga designer, Nicolas Ghesquiere. She began workin with VOGUE Editor-In-Chief Carine Roitfeld in 2011 and her unique style has since become a significant characteristic of this leading fashion title. Marie-Amélie Sauvé also works for Italian VOGUE, Vanity Fair, AnOther Magazine and the New York Times. She was the driving force behind the Europeen GAP collection and its campaign. Her styling work was equally distinctive in the 2008 Pirelli Calendar.

‘Captivated’ – Mercedes CLS Ad-Campaign 2011 with Karolina Kurkova

Editorial by ANDREA JANKE

Follow Andrea by Twitter @andreajanke

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The Haute Couture has continued to shrunk. But, Maisons’ like Dior and Chanel proceeds their work in the ateliers under the roof, because, the Haute Couture as experimental field for marketing-tools is unpayable. New designers are coming through and new markets were accessible.

Sidney Toledano, Dior’s chief executive – “This is not a question of marketing. It’s the spirit of our Maison de Couture.”

John Galliano, since 15 years creative director at Christian Dior and the true haute couture sovereign, kicked off the Paris haute couture season with romanticism, dramatic and noblesse, featuring fancy gowns in somptuous baroque richness with such unbelievable proportions that the word ‘basque’ becomes a ridicules diminutive. The show must walk through the motto “One model, one look”, because the models were incapable to extricate theirselves out of those glamorous marvels as fast enough and to drop into news.

The designer was inspired by René Gruau, the fashion illustrator for whom the line of a spine, the tilt of a hat and the flow of fabric was enough to create in a fes strokes an indelible image of Dior. For spring/summer show, Galliano was back to Dior’s New Look of the 1950s, “That effortless grace”, sighed Mr. Galliano, “and those curious lines that inspired me to create new volumes and movements.”

“So beautiful! But, I don’t know where to wear it”, groaned the photographer Ellen von Unwerth after the show. Nevertheless, hundreds seems to know. – Immediatly the next day the Ladies went to the Dior atelier ordering the Moulage-variations, only view of clients didn’t appear in Paris, but rather choosing their Dior favourite ‘klandestin’ at home in Dubai or Dallas.

The fact that Sidney Toledano, Dior’s chief executive, was hopping on a plane to China right after the show somehow sums up the distance of today’s couture from the Christian Dior days.

Christian Dior Haute Couture Spring/Summer 2011

The Haute Couture is more than an Incentive-Event viewed at Chanel. Karl Lagerfeld showcased effortless futurism: he created an luxuriant embroidered but, amazingly portable haute couture collection. The proportions and modern sense of ease were based on the not-so-dumb idea of being able to wear most everything with skinny jeans, which were sometimes covered with sequins.

Chanel Haute Couture Spring/Summer 2011

Editorial by ANDREA JANKE

Follow Andrea by Twitter @andreajanke

Related Posts by Andrea Janke

‘Chinese Investors’ Takeover For John Galliano?’

‘Japan’s Earthquake | Economical Effects For Brands – Louis Vuitton’

‘Chloé Gaines Market Shares In China’

‘Captivated’ – Mercedes-Benz Fashion Campaign’

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It has always been a hidden rule no-no to mix plus sizes in with regular stock. Mainly plus sizes going beyond size 10. But Saks Fifth Avenue is about to shake up the fashion PR world!

Saks Fifth Avenue is breaking the rules and plans to carry plus sized womenswear from high-end luxury brands such as Chanel and Dolce & Gabbana! Not only will they carry these luxury brands for plus sizes they are going to include the merchandise in their regular existing stock. The sizes will across the board reach size 14 and some luxury brands will go up to a size 20!

The major department store retailer will offer fall and winter plus sized pieces coming very soon. These sizes in the past have only been available in sizes only ranging up to size 10.

Let’s hear it for the pleasantly plump and FAB! About time luxury brands started to carter to this audience.

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