Elle Macpherson - intimate stories advertising campaign

News - The Times, UK

A new style of advertising for Elle Macpherson Intimates. Macpherson had grown bored with seminaked, smouldering pictures of herself. “I’m just tired of seeing tits and arse in an ad that tells you, ‘If you wear this, you can look like this,’” she says. This time around, you can’t even see the model’s face — just the paraphernalia of her life. The viewer is left to work out the rest. It’s a far sexier way of doing things.

For each image in the campaign, Macpherson asked a contributor — Emin, Damien Hirst, Sir Elton John, comedian Sandra Bernhard and Australian songwriter Matt Ford — to write a short story. The collection makes up a special, limited-edition anthology.

Emin’s short story, is typically frank, and that was just what Macpherson wanted. “I admire Tracey’s completely honest perception of things,” she says. “She doesn’t mind putting it out there, and people sometimes find it shocking, but haven’t most of us experienced some of what she’s talking about? And aren’t honesty and rawness so much more alluring than gloss, anyway?”

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