I love the idea of using Tilda Swinton as a model for fashion brands as she's really exotic, intriguing and interesting with her alien-like look. Besides that she has her own style, her own fashion identity which happens to be really elegant. I usually love her looks on the red-carpet, though most of the times she gets the worst reviews from the gossip press - but what do they know about elegance and good design, anyway.
I find her androginy very fashionable and I really see her in campaigns for groundbreaking fashion designers, like Martin Margiela for example (and I know he doesn't advertise but I think Tilda could easily be his muse if he did).
But why this ad for Pringle of Scotland? I get the brand is a classic as they make knitwear since 1815 (so it's a REAL classic) and they want to make it look trendier, but why this paranoid/terrified look on her face? It just doesn't fit. I'm not talking about the whole campaign, which I find beautiful, but this ad just doesn't look right.
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