The rise of the blogger has meant so much more than front row seats. The best of the best are hired to shoot editorials, they’re featured in international magazines and their names are mentioned far outside of fashion’s circle. But their most lucrative new gigs come in the form of advertising.
Todd Selby shot Cole Haan’s campaign and decorated Louis Vuitton’s website, Scott Schuman’s in Verizon’s GQ advertorial, Garance Dore shot a fashion week video for Max Mara’s website, and now, she’s behind Club Monaco’s fall lookbook and campaign.
Like Theory’s stylists and LOFT’s style studio, Club Monaco’s associating their brand with someone else, someone cool who’s particularly admired by the fashion obsessed, and hoping to sell off of that name recognition instead of changing their clothes. The good news is Club Monaco already sells great clothes, so Garance is just the icing on the cake.