Word: adding
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Dates: during 2000-2009
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...hands (including those of a Kabbalah teacher). A 20-page fashion story for Vogue can demand five days of scouting, four models, three assistants, 200 rolls of film and a six-figure budget. Several million dollars goes into the development of a $50 bottle of perfume, including the ad campaign and the photographer's fees...
...idea, it doesn't get done." For example, while preparing an "inspiration board" covered with gloves--a big trend this fall--Krakoff suddenly had an idea for a scarf print of a drawing of many different styles of gloves, which then morphed into a still-life idea for an ad campaign. "Each idea furthers itself," he says...
When Coach CEO Lew Frankfurt hired Krakoff six years ago, he gave him total creative control to oversee everything from store design and merchandising to, well, glove design. Krakoff set about hiring big-gun photographers such as Mario Testino, Mikael Jansson and Peter Lindbergh to shoot the ad campaigns, and then he redesigned all the Coach stores. "The first two years were kind of rocky," he admits. "I had no idea what I was getting into when I started." Now Krakoff has hit his stride, specifically with a series of best-selling handbags, including the Hampton tote and, more recently...
...imagemaking business wield the kind of power that photographers have when it comes to getting a message across. In turn, one ad campaign or magazine cover can put a photographer on the map and lead to coveted multimillion-dollar editorial contracts and ad campaigns, such as the ones that have made Steven Meisel and Patrick Demarchelier household names. This season Louis Vuitton's ubiquitous Jennifer Lopez ads have catapulted a young duo from London, Mert Alas and Marcus Piggott, to the top of fashion photography's short list...
...Reebok markets sneakers with a similar strategy: taking international campaigns and tailoring them for the young Indian. For example, an ad campaign in the U.S. for Reebok Classics pictured typical figures of Americana, like a little boy with a baseball bat, clad in throwback simple sneakers. In India, Reebok replaced the lad with a grizzled, bearded snake charmer in a turban?with a flute and a woven, cobra-filled basket?and pristine white sneakers. Sales of Reebok footwear are growing at 30% a year. Rajeev Bakshi, chairman of Pepsico India, pushed the same idea a step further. "We took...