Stella McCartney Care Spring 2007 : Bette Franke by Inez & Vindooh
Stella McCartney is branching into treatment this spring, with a line called Care, and she's doing it organically — naturally.
The move by McCartney, who grew up on an organic farm and is a longtime campaigner for animal rights, is billed to be the first time a luxury fashion label has taken the organic route with skin care.
"This launch is a big deal for this industry," maintained McCartney, who, with her beauty license holder, YSL Beauté, is gearing up to introduce the eight-unit treatment line starting in spring 2007.
In the U.S., Care will be launched in 25 Sephora doors, plus on sephora.com. Maggie Ciafardini, ceo and managing director of YSL Beauté in the U.S., indicated that the goal is brand building, not volume generation. She noted that Sephora is being given a year's exclusive, in part because it is the strongest McCartney account with the fragrance brand ranking in the top five and strong consumer identification.
And while Care advertising may feature a countryside location and a heartwarming critter, it was also conceived to have a fashion feel, albeit without any clothes. Shot by Inez Van Lamsweerde and Vinoodh Matadin with art direction by M/M, single- and double-page ads feature model Bette naked and holding a lamb against the backdrop of a field.