Pringle's magical trio of hipness - Lydia Hearst, Daisy Lowe and Pixie Geldof - has been replaced with none other than Tilda Swinton. The three heiresses landed at Pringle at the end of last year when the almost two hundred year old Scottish knitwear brand had a slight identity crisis and focused all their efforts on attracting a younger customer. The girls starred in a beautifully shot black and white ad campaign and walked the AW09 show in Milan, but sounds like it didn't work so well. We can't really imagine anyone so different from the three as Fashion's beloved Swinton and even Pringle's CEO said of the fellow Scot, "We don’t want to go away from [our traditional customers] — we believe Tilda is more inclusive, as both young and more mature people identify with her acting."
Ryan McGinley will shoot the campaign and an accompanying short film starring Tilda (of course) set to debut right before or during fashion week when Pringle returns to London for the BFC's celebrations and throws itself a bash. The addition of which will only make this packed schedule all the more difficult.