Tod’s New Treasure

Gwyneth Paltrow confirmed for fall ad campaign
Tuesday, May 20, 2008

(NEW YORK) After Sienna Miller’s campaign last fall, Tod’s took a one-season break from the celebrity fray to mark a glorious return to star wattage for its upcoming fall campaign. On Monday, the Italian leather goods house announced that Gwyneth Paltrow will star in its upcoming print advertising.

Shot in Capri–one of Paltrow’s favorite destinations–under the direction of Mario Testino, the Oscar-winning actress plays out the luxurious, outdoorsy life of a beautiful Italian aristocrat from the heady days of the jet-set era.

The international campaign debuts in the U.S. in August and worldwide in September.

Paltrow, an actress who embodies relaxed elegance both on and off screen, instinctively understood what the pictures set out to achieve. “Italian style is very sexy, very womanly and what I love is that it seems to have so many different inspirations,” she said in a statement.

“It had to be Gwyneth Paltrow,” says Diego Della Valle, president of the Tod’s Group. “She’s the perfect ambassador for the brand–modern, charming, with a strong sense of family. To me, she’s the contemporary embodiment of Audrey Hepburn.”

The announcement, which was made on the same day Paltrow premiered her film Two Lovers at the Cannes International Film Festival, comes on the heels of a Paltrow’s Iron Man press tour. Naturally, her red carpet appearances–and in particular her choice of dizzyingly high stilettos–have earned plenty of ink. “Seeing myself across all the newspapers recently for the premieres of Iron Man was hilarious; the press seemed to be so surprised by me,” she said. “I think it’s because people like to compartmentalize, whereas we all have layers. They saw me as this macrobiotic mom, and not a glamour puss!”

According to Tod’s, the images are anything but retro. “Mario Testino has produced a series of potent images that fuse a contemporary strength with a timeless allure and perfectly capture Tod’s DNA,” the company said. Paltrow not only wears fall’s must-have platform pump, but also jeans and biker jackets from Tod’s capsule collection. “Gwyneth effortlessly embodies the spirit of the all-American woman with timeless elegance and modern flair–the perfect representation of the Tod’s woman,” said Derek Lam, Tod’s creative director. “And, of course, beyond her impeccable style, she is an artist whose body of work I greatly admire.”

As reported, Dennis Hopper wrote and directed Paltrow in the short film for Tod’s that will launch on the company’s Web site. In it, Paltrow is an actress being interviewed by a devastatingly handsome journalist played by the Italian actor Daniele Savoca. When the paparazzi descend, Paltrow flees and accidentally forgets her Tod’s Pashmy bag while escaping. Trying to do the honorable thing–reunite her with her Pashmy–the journalist sets off to find her, eventually tracking her down at a glamorous ball just outside Rome.

“Cinderella had her shoe,” said Hopper. “Gwyneth has her Tod’s bag.”
JIM SHI
source