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Expect a Spring 2010 Season Full of "Safe" Ad Campaigns

Expect a Spring 2010 Season Full of "Safe" Ad Campaigns

>> Fashion houses tended toward casting celebrities or established, "pretty" faces for their Fall 2009 campaigns, and it sounds like despite the fact that the Spring 2010 runways were flooded with new faces — because so many established models were sitting it out — Spring 2010 campaign season will bring more of the same.  In an interview published today, Nick Knight tells the Independent UK:

"My aim has always been to push at the boundaries of what is and isn't beautiful. Instead of our perception of beauty opening up, it's becoming more narrow all the time. To make money, the industry is increasingly catering to the lowest common denominator and, as far as the people who run the big companies are concerned, anything even slightly out of the ordinary frightens people. But anyone with a brain knows that it is the quirkiness and imperfection in a person that attracts other people. That is completely obvious to human beings; it's just when it gets to a corporate level that it all falls apart."

So what of those new faces? »Wayne Sterling of and The Imagist chimes in:

"Of the 17 girls that emphatically broke through on the SS10 runway market only 6 are holding significant campaign and editorial options at this point . . . unlike previous seasons, that circle of power photographers who decide which models cross over from all that runway traction into blue chip work seem to be holding back on their campaign shooting. There is not the usual feeding frenzy to lock up those hyped new faces . . .

This is an indicator that the campaign castings are going to run even more conservatively than in recent years, skewing back to the Raquel [Zimmermann]s, Sasha [Pivovarova]s and Natasha [Poly]s, if there is even a model on the premises. Celebrities are going to continue to take a huge chunk of those choice bookings and new models . . .? They are certainly going to skew in that very pretty direction in your SS10 books."

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