If TomKat makes you nauseous and Brangelina feels overexposed, the grittier brand Moherty – launched by Kate Moss and Pete Doherty with a his ‘n’ hers ad campaign – could be just the antidote.
The grubby but glamorous British couple have filmed a commercial for Italian luxury fashion designer Roberto Cavalli on the sunkissed sands of Ibiza. In it, the world’s most beautiful woman is locked in a passionate clinch with rock’n'roll’s most notorious drug addict.
Kate and Pete’s turn for Cavalli is the strongest signal yet that the pair are turning their relationship into a commercial venture – a marketing superpower for the under-40s that is already being labelled Brand Moherty.
Moss already had her own logo and is well on the way to becoming a brand in her own right, with a clothes range at Top Shop and a Kate Moss fragrance due out later this year. Doherty has moonlighted in modelling.
Moss, in turn, has infiltrated his music. His song KP Nuts is about their relationship.
Doherty posted a home video on the internet of him serenading her at their Cotswolds home. Moss coquettishly kicks him, smokes a fag and eventually wiggles out of the room in a see-through dress.
Moss has also duetted with him on the Babyshambles song La Belle et la Bete – after the pair performed the track live at a recent London gig, Moss was seen dangling precariously upside down from a backstage window, a stunt that can only reaffirm brand Moherty’s chicly dangerous credentials.
Sexy, glamorous, bohemian, dangerous and a little grotty, brand Moherty is – like all things associated with Kate and Pete – an unpredictable entity. Even its advent on Ibiza was a last-minute thing. Cavalli had originally booked only Moss for the shoot.
“It happened quite casually. Pete was with Kate when she came to Ibiza for the shoot. I was immediately struck by the intensity and freedom of their relationship,” the designer says.
He saw beyond the touchy-feely romance to the marketing potential of the relationship.
“Kate brings beauty, intensity and personality and a hippie spirit that’s perfectly in tune with my collection,” he says.
“Pete is a dreamer and a rebel and not keen on compromises. He’s authentic and spontaneous and oozes a new, unexpected brand of sensuality. I think he is perfectly in sync with the spirit of the Cavalli man.”
And perhaps he is, if you overlook the fact that he’s as pasty as an Inuit’s bum and has the filthiest fingernails in rock.
Given the proven combined power of two big celebrities – witness Brand Beckham, which channels Victoria and David’s glitzy appeal into perfumes, sunglasses, jeans and perfumes – you wonder why Moherty didn’t become a commercial force earlier.
With what the couple already do for vodka, cigarettes and pork-pie hats, imagine what brand Moherty could do for accountancy or the Church of England.
(source)
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