Friday, 2.5.2010

4. Pringle Performance Art

Pringle of Scotland, founded in 1815, is the oldest luxury goods label in the world and makers of fine, expensive knitwear. Now Pringle has boldly launched a stunning rebranding campaign starring Tilda Swinton and filmed by hot shot art photographer Ryan McGinley, who in 2003 was the youngest artist to have a solo show at the Whitney Museum of American Art. I have a feeling this type of indie-movie-as-commercial is going to become standard in the fashion world. Makes me wish Tom Ford was still designing for Gucci.

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