Alicia Silverstone... Hardly
Clueless on Fashion!
Posted: 11:01 PM (Manila Time) | Apr. 04,
2002
By Marge C. Enriquez (Inquirer News Service)
SIX years ago, when entrepreneur Gonzalo
Roque III was watching "Clueless," he had a
vision of using the star, Alicia Silverstone, as image
model of Kamiseta.
With sheer determination and luck, Roque met
Silverstone's agent, sent the actress Kamiseta's clothes,
its packaging and previous campaign, and got the nod.
By using a young Hollywood actress as its signature
model, the casual clothing line for the jeunne fille has
scored a first in local ready-to-wear history. Not only
that, this is also Silverstone's first endorsement.
The actress has been wooed by brands all over the world
and even turned down a million-dollar offer in favor of a
Filipino label.
What made Kamiseta tick to Silverstone? And, to what
extent will she have a pull on Filipino consumers?
Silverstone gets a product endorsement proposal almost
every week. When she saw Kamiseta's colorful packaging
and its contents, naturally, she immediately liked what
she saw. An agreement, which included such conditions as
no animal products and free clothes, was signed.
Her agent got the best creative team for the pictorial,
led by photographer Paul Westlake, makeup artist Kim
Carillo (who does Madonna), hairdresser Mitch Barry and
stylist Nathalie.
Last March, Roque and his wife Cristina, who designs
Kamiseta, flew to New York for the pictorial.
The concept was straightforward –
Silverstone sporting classic, casual looks. She arrived
promptly in the studio and won the Roques with her charm.
Silverstone had several things in common with Kamiseta's
recent image models China and Mai-Mai Cojuangco. Like her
Filipina counterparts, she comes from a well-to-do
family. If the Kamiseta girls grew up in Forbes Park, she
was raised in Hillsborough, the exclusive district south
of San Francisco.
Her role as Cher, the wealthy, well-dressed and spoiled
brat with a big heart in "Clueless" seemed
tailor-made for her. After winning accolades, she formed
her production company, First Kiss, and produced
"Excess Baggage," with Columbia Pictures. She
also appeared as Batgirl in "Batman and Robin,"
"Blast from the Past" and "Love's Labor's
Lost."
As an executive producer of the animated television
series "Braceface," she received an Emmy
nomination.
She is now on Broadway in "The Graduate,"
performing with Kathleen Turner and Jason Biggs.
http://www.inq7.net/lif/2002/apr/05/lif_1-1.htm
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