踢走Alexa Chung Rita Ora代言Superga帆布鞋
Rita Ora is the New Face of Superga


Alexa Chung(左)與Superga結束合作關係,將由Rita Ora成為新一任品牌代言人(右)。

Alexa Chung(左)與Superga結束合作關係,將由Rita Ora成為新一任品牌代言人(右)。

»»義大利帆布鞋牌Superga自2011年便與英國It Girl Alexa Chung一直保有合作關係,但Superga卻決定在明年捨棄老戰友,網羅英國近日竄紅的創作歌手Rita Ora為新一季代言人,希望藉由Rita Ora的超人氣來刺激買氣,讓品牌於明年的業績上開出紅盤。

Superga與Alexa Chung的合作關係可追溯回2011年2月,當時Superga為慶祝品牌成立百年,特別找來Alexa Chung拍攝兩支系列平面廣告,而其中一支更由Alexa Chung親自擔任創意編輯。經過兩年愉快的合作經驗後,Superga卻宣布下季代言人將由今年出道、以單曲「ORA」蟬聯英國流行音樂排行榜數週第一名的Rita Ora擔任,引來外界猜測Superga與Alexa Chung是否有發生不愉快。「其實沒有外界想像那麼嚴重。」Alexa Chung在聽到消息後,輕鬆回應。「最主要也是因為我太忙,我與美國一個電視節目簽下長期合約,無法抽身兼顧Superga的形象代言人,僅此而已。」對於Rita Ora取代她的位置,Alexa Chung大方祝福兩方合作愉快。此次合作將會是Rita Ora接下的第一個品牌代言,系列廣告將於明年3月釋出。

Alexa Chung為Superga 2011春夏系列拍攝平面廣告。

Alexa Chung為Superga 2011春夏系列拍攝平面廣告。

除此,Superga也傳出Mary-Kate Olsen與Ashley Olson姊妹花擔任品牌創意總監,為經典2750鞋款大作改造,打造黑、灰和海軍藍等不同款式,而系列新品售價約250英鎊(約12,000台幣)上下,並於Harvey Nichols獨家販售。««

Olsen姊妹設計的2750鞋款。

Olsen姊妹設計的2750鞋款。

»»Italian trainer brand Superga announced the new face of the brand. It was not Alexa Chung. As the brand announced the no.1 pop star of Great Britain, Rita Ora, will be the new face of the brand, there were many questions from the press that doubts there were stories between Alexa Chung and the brand.

Alexa Chung was announced as the face of Superga back in February 2011 to celebrate the brand’s centenary. As she was featured in two campaigns, one of them was creatively directed by herself. According to Superga, Alexa Chung was unable to continue as the face of the brand is because she has TV commitment in the U.S. For the new face of Superga, Alexa Chung “is happy that the brand will continue with such a talented new signing.”  

In addition, Mary-Kate and Ashley Olsen were announced as their new co-creative director. The sisters had did a complete makeover for the classic 2750 shoes into black, grey, and navy designs. The shoes came in at 250 pounds a pair, and are exclusively on sale at Harvey Nichols.««

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