New Look – everyone’s favourite stop for a quick fashion fix on the way home from work, has got form when it comes to picking its campaign stars. When Alexa Chung graced its posters she reminded us all that there’s definitely more to the store than a bargain tee, showing the brand to be as in touch with the catwalk as it is with girl’s budgets.
When Lily Allen first rocketed onto everyone’s radar in her prom dresses and trainers it was New Look that signed her up for a collaboration. Finger? Pulse? New Look were on it. When Giles Deacon launched his GOLD range there, no one less that Agyness Deyn was called upon to do his designs justice.
Next they signed up Kimberley Walsh, the friendliest face in Girls Aloud – and seeing her curves wrapped in New Look’s sequinned party dresses made a dillion non model girls feel more self confident when wriggling into new duds in the changing rooms.
Now the news about teen icon du jour Taylor Momsen is splashed all over the press we want to analyse what New Look are trying to say to us this time. She’s certainly taken to her fashion plate position like a duck to water, sporting head to toe designer on set of her hit TV show Gossip Girl and making us all aware of her ‘pretty girl goes goth’ personal style when she’s off duty.
As ever, New Look has kept its model looking recognisable (in this case with Taylor’s trademark raccoon-black eyes) rather than performing a radical makeover on her. In other New Look news, the brand will be proudly unveiling its new flagship store at Oxford Circus in London on Friday. When we heard the words ’26 000 sq ft of fashion’ our ears pricked up. That should be worth a gander, at least.