11/12/2014

PRETTY BAD WOMAN


Did you see this coming? Because we didn't! Julia Roberts is the new face of Givenchy for Spring Summer 15 (but where are the clothes of the Gipsy Warriors collection?) and the least we can say is that it's quite a surprise! We love forecasting about who will star in the new ad campaigns and regarding Givenchy we were thinking about the usual cast: Mariacarla Boscono, Jamie Bochert and some other models who are part of the Tisci Gang: Joan Smalls, Julia Nobis or the name on everybody's lips Kendall Jenner. But Pretty Woman make-up free, without a smile (almost her trademark) on her face, boyishly dressed was not an option we were considering at all! In a way, it's the charm of new seasons: surprises, new sensational faces and comebacks. In that perspective, Julia Roberts is the perfect "new face" of the season. She is iconic, beautiful and quite unaccustomed to the Fashion sphere. Of course, she is the muse of  Lancôme La Vie est Belle, a best seller fragrance [at least in France] but when it comes to her style, she cannot be classified as an everyday inspiration for women. Her style is most of the time casual (almost normcore) and far from the gothic/dark feminine Givenchy aesthetics. In her shoes, we could have imagined Rooney Mara, Cate Blanchett or even a Ciara to be featured in these ads. It would have been way too simple! Riccardo Tisci and his creative team loves to confuse people and go against the fashion diktat saying "Thou Shalt Put Young Models In Your Ads!" It's now a habit for the French maison de couture to put the spotlight on women with experience, daring women with balls, badass women who have something to say and who stand for something powerful, ladies such as Isabelle Huppert, Erykah Badu, Marina Abramovic or Carine Roitfeld. As far as Julia Roberts is concerned, Riccardo Tisci told Style.com that he wanted her to show her "real self" and not a glamourized version of America's sweetheart. It was not the purpose here. Now, we can wonder if it will really have an influence on the Givenchy sales? Of course, it makes people talk, bloggers write about it but we're not sure that the persons who can afford the Givenchy clothes & accessories are really waiting for the ad campaigns to consider spending money. Givenchy is a cult and its adepts will buy no matter who the face of the brand is. However, we have to admit that it is a great and clever marketing move and a way to part (at least for a while) from the Kimye connections. One Julia Roberts will always be worthier than a thousand Kardashians!

Pic by Mert & Marcus



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