True Religion S/S 2009 : Gisele Bundchen by Nino Muñoz

[kimair]

Brands up and down the pricing spectrum are betting heavily on Gisele Bündchen this spring.

Bündchen is likely to be top of mind among consumers as rumors of an engagement to boyfriend and NFL quarterback Tom Brady (since denied) reached a fever pitch in the tabloids this week. But in the coming months, it may be impossible for consumers to escape her image, as Bündchen helms the spring ad campaigns of Dior, Versace, junior sportswear label Rampage and now, premium denim label True Religion. She also recently signed a multiyear contract to be the sole representative for Max Factor makeup in North America.

As reported in WWD Tuesday, Bündchen inked a one-year deal to be the new face of Iconix Brand Group’s Rampage label, taking over for Petra Nemcova. Now True Religion has picked her, as well.

“When you use a girl like Gisele, you’re trying to create the image of your brand and your product on her,” said Jeffrey Lubell, founder and chief executive officer of True Religion. “You want women to see how it looks on her and say, ‘I really want to look like that.’”

True Religion enlisted Nino Muñoz to shoot Bündchen on a Malibu beach wearing items from the new limited edition True Religion Vintage collection. The ads will begin running in magazines such as Vogue, Bazaar, Elle and Vanity Fair in March.

Lubell dismissed any concerns about Bündchen’s heavy exposure this season, adding that her versatility is precisely why brands are willing to pay a premium to get her.

“The way we style it and the way our product is compared to another brand’s product, it looks totally different,” said Lubell.

In addition to sharing Bündchen’s image in their campaigns, executives from True Religion and Rampage were quick to share their admiration for her work ethic and willingness to take an active role in crafting the campaigns.

“She practically ran the shoot. I didn’t need to be there,” said Lubell, who was impressed enough to point out, more than once, that Bündchen had driven herself to the shoot, arrived on time, introduced herself and launched herself into the collection

wwd / january 30, 2009

[Franzy]

I LOVE IT! Gisele <3

[MissMagAddict]

OK...well... I'm not interested in buying anything she's selling.

[vogue28]

I quite like this actually.. Gisele looks good, and she defiantly suits Denim

[julicalg]

Gisele loosk stunning- i like this a lot!

[Mchunu]

a lot of people are into True Religion jeans around where im from.

The provocative pose isn't that bad here...even though i'm not usually a fan of someone sitting with their legs wide open..

[michelabella]

wow sweet another campaign! thanks for info

[icelynn]

I don't like the pose. It's too typical for a sleezy denim campaign, Gisele is better than this

[Bespoke Style]

i love it- but wouldnt go out and buy anything from the next collection- paperdenim all the way!

[thiago:)]

Even though I've never heard about this label, I like it. She looks sexy.

[AnaBGD]

^ neither have I.
I don't like it, it looks cheap. Gisele looks good, but the clothes and the letters not so much.

[ckgirlbr]

^totally agree.

[Fini]

You want women to see how it looks on her and say, ‘I really want to look like that.

Wouldn't work on me, I have never been interested in looking like Gisele
I don't like any of her campaigns this season

[elle_gb]

She looks good i'm in who wants to look like her.

[kroqjock]

The first official advert for Gisele's TR campaign can be found in the March 2009 issue of Teen Vogue. Here's the UHQ scan of that page.




Scan courtesy of VampireHorde