Esprit Looking To Up The Ante; More Bad News At Ungaro

Esprit, the boat-neck, nautical print loving chain retailer is looking to attract a new clientele — specifically that of fashion savvy shoppers more loyal to outlets like H&M or Topshop. The brand “is trying to make an impact with larger, architecturally significant stores and an edgy new advertising and image campaign,” says Women’s Wear Daily. So, what exactly does ‘edgy’ entail? Cameos from Julia Restoin-Roitfeld (daughter of French Vogue‘s Carine Roitfeld who is also the face of Jil Sander’s debut fragrance) and model Daisy Lowe (Gavin Rossdale and Pearl Lowe’s scion who has starred in everything from Marc by Marc ads to DKNY).

While the choices aren’t uninformed ones, the ad campaigns themselves aren’t especially ‘edgy.’ “Lowe’s images were shot in a car graveyard outside Los Angeles to reflect the youthful spirit of the clothes. Restoin-Roitfeld was shot with a larger group of models walking through the Californian desert,” says WWD. What dead cars say about young clothes is beyond me. But hey, at least they didn’t go so far as to enlist a controversial young starlet as creative consultant for the brand. Turns out Ungaro’s choice of hiring on Lindsay Lohan has not only pissed off the fashion house’s namesake, it’s resulted in the CEO of the company quitting as well. “Mounir Moufarrige, Ungaro’s president since 2006 and the architect of a strategy that brought tabloid sensation Lindsay Lohan into the French fashion fold, has resigned,” says WWD. After the verbal beating Moufarrige has taken from both critics and the press alike, it’s no surprise. No word on what this will mean for Lohan’s floundering fashion reputation.

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