Street casting is not something new in the world of fashion but rather a tried and tested way for designers to bypass the usual roster of models for their show. Yesterday’s Balenciaga show in Paris opened with a trio of unknown girls chosen in rounds of casting, worldwide; London, Amsterdam, Berlin and Australia! “ I was sick of the clone-model thing”, Nicolas Ghesquiere said backstage after the show. The fact that he chose to close the show with the most well-known amongst them all, Gisele, makes us think he’s onto something.
Perhaps it’s a French thing but Comptoir des Cotonniers have made their quirky, ‘real life’ ad campaigns an integral part of their image. “They are the mirror of what we see everyday in our stores since the very start of the first campaign in 1997”, Marianne Romestain, COO of the French label, told Grazia Daily. “Our brand is in the reality, we dress every kind of women, of any age, daughters and mothers as well.” The latest features blogger extraordinaire Louise Ebel, aka Miss Pandora, and her mother Sylvie Ebel, who happens to manage the French Institute of Fashion and instantly proves our theory that there is indeed such a thing as the style gene! Jealous? Well, we can’t get you into the next Balenciaga show but there is a good chance you and your mum or daughter can make it into Comptoir’s next campaign and catwalk show. Their next round of castings kicks off worldwide on October the 7th and here in the UK will be held at the label’s King’s Road store, in London.
What are they looking for? Oh, just a twosome that “embodies the effortless, cool confidence of the French, with a strong sense of style and the attitude to back it up.” So, go ahead and give it a go but if you get through please, try not to fight with your mum or daughter over the same dress. Remember your je ne sais quoi!
For more info click here.
- Kiki Georgiou