The Glue Society is a creative collective that has been working with Ms. Macpherson since 2003.
[Sydney, Australia] Supermodel Elle "the body" Macpherson has proved that she owns a good marketing brain as well as a world-famous physique. For the launch of her latest range of Intimates lingerie, she has collaborated with a group of high-profile international musicians and artists to put together a campaign for print and the Internet.
Ms. Macpherson's celebrity status has helped her pull in big names-including comedian Sandra Bernhard, Elton John and renegade British artists Damien Hirst and Tracey Emin -each of whom has written an "intimate" short story for the campaign.
Their provocative writings have been bound into a limited-edition anthology that will be distributed among opinion formers-and is already up for auction on e-Bay-but will not go on sale. The stories can also be read at the campaign Web site, intimate-stories.com.
Each celebrity contributor was given a photograph from the new print campaign as inspiration. The images all depict a model in a setting that offers a glimpse into her mysterious private world, leaving the beholder to interpret the picture.
In one of the five executions, a model sits by a bed surrounded by note paper and envelopes, and in another she is standing by an open safe full of money in a bedroom festooned with trinkets.
Ms. Bernhard said of her involvement, "Elle's vision was so succinct that I knew I would be able to create a piece that had the kind of edge and sexiness I love to imbue in my writing. The photos had a mystery and gave me the perfect jumping off point to open my imagination."
Ms. Macpherson was recently named "entrepreneur of the year" by Glamour in the U.K. Australian agency The Glue Society worked with her and Elizabeth Thomas, the marketing director of Bendon-Intimates' New Zealand-based parent company-on the campaign.
The print campaign will run in international magazines, with a focus on the U.S., where Intimates is stocked for the first time this season. The range is also available in Canada, the U.K., Spain, Australia, New Zealand and United Arab Emirates.