HOLLYWOOD GLAMOUR MACHINE
The Guess jeans’ advertising campaigns from the ‘80s and 90s exemplify how the Hollywood Glamour Machine recycles the past.
According to Daniela Federici, “Paul Marciano, of Guess jeans, told me he really wanted to keep up with what Ellen von Unwerth had started with Claudia Schiffer as Bridget Bardot,
but take Anna Nicole Smith into a Jayne Mansfield/ Marilyn Monroe direction—playful movie reportage.”
Based on that idea, Federici created an homage to Joe Shere’s infamous photo of Sophia Loren, Mansfield and Mansfield’s décolletage. With Smith in Mansfield’s role, Sky Nellor portrayed Loren.
Federici explains the reality behind her glamorous images: “I storyboard everything. I tell them how to stand. It's all set up. None of my fashion work is spontaneous. It's all contrived. I think fashion is contrived. No one looks like that. You're selling an image and a product. It's kind of scary that so many people are going in for cosmetic surgery in the United States.
All the Botox and surgery and stuff. You have to understand, all these models and actresses have been wearing makeup for hours. The photos are printed and retouched. People are always telling me, ‘She doesn't look so good.’ Of course ‘she’ doesn't. No one could. It's make-believe. It's all just a big makeup game.”