It's a combination of beauty and intelligence as G-Star presents its Fall/Winter 2010 advertising campaign with actress Liv Tyler and Norwegian chess prodigy Magnus Carlsen as shot by celebrated photographer Anton Corbijn in Miami.
Already the world chess number one and described as a ‘Mozart of chess,’ Carlsen has the potential to become a similar level of icon. Becoming a Grandmaster at the age of 13 years and 148 days, Magnus is the youngest player in history to achieve the number one rank and his uncompromising approach to the game mirrors G-Star’s own hardcore design philosophy.
Hollywood actress Tyler perfectly embodies the modern G-Star woman’s combination of toughness with controlled sensuality. Her striking looks and assured, independent style have made her a globally recognized model and fashion icon. Liv returns for her second G-Star campaign, having previously presented the elegant Low-T capsule-collection.
(Click to Enlarge Photos)
2 comments:
Tyler is so gorgeous... he makes any piece of mens clothing look fantastic!
This is a brilliant move by G-Star. Rather than a mere model or some celebrity who is famous-for-being-famous, Magnus carries the utterly unique aura of his fantastic abilities and achievements. Chess may not be an arena that many people know in detail, but everybody knows enough to respect it. Ideas, terms and images from the game have long been presented in all media as proxies for intelligence, complexity, creative strategy and exacting performance under pressure. Compared to feeble chess imagery that we see so often in ads, these concepts are underscored so much more sharply by presenting the miraculously young world’s best player. I am sure that there are many marketing professionals who wish that they had conceived of this compelling angle first. And even if they can’t be first, they are sure to copy.
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