|September 28, 2010|
|Good News: Armani Isn't Paying Gaga Millions|
|By Kevin McCauley|
|Correction of the day: The Wall Street Journal reports that a partnership between Italian fashion designer Giorgio Armani and Lady Gaga (also known as Stefani Germanotta, the pride of the super-pricey Convent of the Sacred Heart NYC) in which the designer created outfits for the superstar pop singer is worth millions in publicity, not bucks. The WSJ’s Friday piece called “Armani Hitches Wagon to Gaga” incorrectly implied that Lady G was paid millions to wear the clothes. |
What a relief!
Now that the Journal has cleared that compensation matter up, it should tackle the next question: Did Armani design the raw meat dress, shoes purse and hat that Gaga sported at the Video Music Awards earlier this month?
That tasty ensemble certainly was a show-shopper. The performer also wore a non-meat Alexander McQueen gown in tribute to the designer who committed suicide in February. People for the Ethical Treatment of Animals hailed the McQueen get-up. It gave thumbs-down to the meat look.
The Journal described the hook-up of 76-year-old Armani with the 24-year-old Lady G as a means to think younger. Once known for power suits of 1980s corporate America, Armani is now creating stuff like the crystal-encrusted silver hoop dress with orbiting rings that Lady G featured at the Grammy Awards and the bondage-style black leather costumes that starred in the “Alejandro” video, according to the WSJ. The Journal is right in saying the Gaga connection puts the fashion designer in a “new creative spotlight.” Is that spotlight on Planet Earth?
It’s not clear how much real world benefit Armani will gain from the partnership. For instance, my teen-age daughters are huge fans of Gaga. They don’t have a clue who does her clothes, though they generally call Lady G's duds “weird.” It’s good to know that Armani isn’t wasting millions to have Gaga wear those weird clothes. The WSJ's claim that Armani will reap millions in publicity seems like a big stretch.
Meanwhile, the world breathlessly awaits Gaga’s next commercial endeavor: a co-branded Polaroid instant camera line. Go figure. Polaroid, in its own move to regain relevance, appointed Gaga its creative director on Jan. 5.
In June, Polaroid presented an exclusive photo of Gaga to the MIT Museum for an exhibit of corporate artifacts to open in 2013. That trove includes original sketches of Polaroid founder Edwin Land, the father of instant photography.
Wonder how genius Land would have felt about sharing billing with Gaga. Atomic PR represents Polaroid.
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