Pringle of Scotland Thinks They're "Indie-Cool"...Think Again!
Dec 12, 2008 - by Kirby Marzec
I must say, I'm a pretty avid fan of the luxurious knitwear of Pringle of Scotland. I've always found their collections sophisticated, with a bit of edge, catered to the young and beautiful who can confidently wear their uniquely classy looks. To say that I recently lost all respect for the label would be an exaggeration, but Pringle of Scotland's s/s 2009 campaign is disappointing on so many levels. The images haven't been released yet, but creative director Clare Waight Keller has declared It-girls Daisy Lowe, Pixie Geldof and Lydia Hearst as the faces of the spring campaign. I understand that Pringle of Scotland's aesthetic is "growing up girl chic," but that doesn't justify the use of annoying socialites to advertise. And by calling their aim "indie-cool," they're just giving indies a bad name. Never in a million years would I associate Daisy, Pixie or Lydia with us indies! To top off the poor choice, Waight Keller had this to say about her decision:
"For the spring/summer 2009 advertising campaign, the idea of using personalities with different perspectives on how to wear clothes due to their lifestyles was hugely appealing. I also loved the fact that all the girls are great friends who hang out together, making the shoot incredibly fun."
Sorry, this statement is completely contradictory. If the clothes were to legitimately represent the lifestyles of these It-girls, they would be stitched with golden pretentious, bitchy, asshole thread. Hmm, is that what you want Pringle of Scotland?
The men's campaign is a totally different ball game. At least they're using the fresh, edgy faces of Ash Stymest and Gordie Walker. I'm assuming these boys were the responsibility of someone who at least knows how to pick models!