Donna Karan has a totally revolutionary new ad out for her fragrance, “Woman.” It’s supposed to connect more to the average consumer who is sick of seeing 18-year-old supermodels in every marketing campaign for the fashion industry. The ad has been well-received by critics who obviously realized that this was a breath of fresh air. Styleite says, “Real women rule!” They also exclaim, “Who else to better represent a grown up fragrance than actual women? No stick-thin, underage girls here!”
So who’s fronting this progressive new campaign? Random women picked off the streets of New York maybe. A variety of sizes, shapes and skin colors to show than women are diverse and their beauty is also. Are we going to see plus-size models? Athletic body shapes?
No. The models for this campaign are Christy Turlington, Karolina Kurkova and Liya Kebede. That’s right, all supermodels. It’s just supermodels who happen to be a little older, but still intensely beautiful and all one size. Real women rule!
Now don’t get me wrong. This is a beautiful image. And Karolina Kurkova happens to be one of my favorite models. But it’s not even like these are models that have been in retirement for decades. All of these ladies are still working! Kurkova was on the cover of Vogue Espana just last month. These are all models who continue to work in the fashion industry, often gaining much more publicity than their 18-year-old counterparts.
This ad campaign is not a breath of fresh air. It is exactly what you’d expect. And I don’t understand why we would give Donna Karan props for delivering another campaign that’s exactly what you’d expect for a perfume that’s supposed to be for an entire gender. The thing is named, “Woman.” It really would’ve been a great time to do something progressive, to try for a little diversity.
This marketing campaign is pretty. I’m not calling it out for being awful. I just don’t think it deserves props for doing anything extraordinary. It took three traditionally beautiful, completely mainstream working models and had them wear red lipstick. They aren’t 18-years-old? Big deal. That alone will not make this a memorable or important campaign. It’ll make it just another in a long line of pretty people smizing at the camera. If that was the intent, congratulations Donna Karan. Yay for “Woman.”
(Photo: Donna Karan)