Pringle of Scotland shot Lydia Hearst, Daisy Lowe, and Pixie Geldof for its spring 2009 campaign. But for the spring 2010 campaign, they’ve realized one very famous celebrity trumps a handful of sort-of-famous celebrities. So they’ve signed Tilda Swinton. Partly because she’s Scottish and can remind customers that the label isn’t named Pringle of Scotland because it sounds fancy. Also, she’s obviously beyond fabulous, despite what E!’s “fashion police” may think of her red-carpet attire. A Pringle spokesperson told WWD, “We don’t want to go away from [our traditional customers] — we believe Tilda is more inclusive, as both young and more mature people identify with her acting.” It’s genius marketing. Besides, have you ever been inspired to buy a label because a socialite appears in the ad?
Ryan McGinley shot Swinton against a Scottish landscape for the new campaign, which Swinton will unveil at a party during London Fashion Week, adding to the list of reasons London Fashion Week will be incredible this season.
Pringle Taps Swinton [WWD]