Fred Joaillier : Kate Moss by Patrick Demarchelier
FRED GETS MOSS: Fred, the LVMH MoŽt Hennessy Louis Vuitton-owned jewelry brand, has tapped Kate Moss to star in its next yearly campaign with rising French actor Melvil Poupaud. Photographed by Patrick Demarchelier in a Paris studio in November, each appears in separate shots modeling the brandís bestselling ďForce 10Ē line, as well as, for the first time, pieces from the houseís fine jewelry line. Moss replaces Parisian actress-turned-model Audrey Marnay, who stars alongside Poupaud in Fredís current campaign. ďWe needed a more international icon that would resonate across all our markets, in particular Asia,Ē said a brand spokeswoman, who declined to comment on advertising budgets. The new ads break in April in Fredís main markets, namely Europe, Asia and the Mideast, in a range of glossies and possibly on billboards in France.