The gender-bending shot will be joined by others that tell quite a different story, including some where Ms. Evangelista affects the look and attitudes of a young Sophia Loren.
A DEPARTURE IN FASHION ADS
Kenar's campaign, from Laspata/DeCaro Studio, New York, is a departure from much of the fashion industry's recent imagery.
"I think people are so bored with drugged-out visuals . . . with waifish, vapid faces with circles under their eyes," said Charles DeCaro, agency creative director.
Spending on the print and outdoor campaign, including transit ads, will be $1.5 million for spring with an equal amount budgeted for the fall. Page ads are breaking in March issues of Harper's Bazaar, Out, Vanity Fair, Vogue and W; an eight-page insert is slated to run in the April issue of Marie Claire.
Kenar, a contemporary sportswear marketer with sales approaching $100 million in 1996, has posted 20% growth in each of the past four years, said Ken Zimmerman, president-CEO of the privately owned company.
"My emphasis is growing globally," he said. "We just opened in Sao Paulo, in Amsterdam, and we've been in Asia six or seven years. And we just started advertising in Italian Vogue."