In this posting I would like to discuss a recent case of personal branding act. The heroin of the event is a 36 years old model Kate Moss who decided to remind the world about her loft- styled personality. So, Kate Moss designed a special edition of handbags for French label Longchamp. In the interview she said that she is doing it not for the money but because she is passionate about handbags. Also there is a video on the web site of this brand where Kate Moss seems to be adored by everyone! Personally I see it as a very sassy lie in public (that is probably called “building up the image” in PR slang). However her claims seem to be very doubtful. The reason is on the surface: she was paid for launching this campaign (and obviously when it touches the money issue then the purity of the intention is always dubious). In this case Kate Moss’s fame in the world of fashion is pretty valuable in order to attract a good advertising deal with some clothes brand or the like. In addition this particular event is a vivid example of personal branding through a regular branding campaign. Kate Moss reaped the nice benefits from this act: she branded herself and cash in! Smart, but trivial in the same time...( Becker, Polly. "Kate Moss loves handbags/sells them - Celebrity Sell Out Blog – Brand Republic." Celebrity Sell Out Blog – Brand Republic – first for advertising, marketing, media & PR. N.p., n.d. Web. 12 May 2010.)
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