It’s a well known fact that putting your clothes on famous people will make regular people want them more. Sure, nobody really thinks wearing Alexander Wang will turn them into a cool indie hip hop artist from Baltimore. But actually, they sort of do, subconsciously. Or at least that’s the idea behind using celebrity models instead of normal (cheaper) models.
It was likely with this in mind that Alexander Wang hired Santigold and Naeem Juwan of Spank Rock to dance around in the label’s clothes in 2-D ads and videos for their T by Alexander Wang fall ’11 campaign. This comes hot on the heels of Prabal Gurung’s collaboration with fellow M.I.A. protege Rye Rye. Could it be that the British/Sri Lankan rapper is assembling an army of couture clad female artists to do her bidding?
In any case, I like it when brands tap musicians for their campaigns, because they often have a lot more personality than fashion models, and it’s cool to see them working the clothes into their own personal style. Also: these ads tend to have really good music. The latest instance of this can be seen below. It uses Switch’s mix of Santigold’s new single “GO.” The original version of the song features Karen O and Nick Zinner from the Yeah Yeah Yeahs, and is certainly worth listening to on Jay-Z’s new lifestyle website(!) I like the original better, but that’s almost always the case with remixes. Anyway, check out the first video from the Alexander Wang campaign below.