Esprit replaces Gisèle Bündchen with Dree Hemingway and Liu Wen

By

Bruno Joly

Published
Jan 28, 2013

Espirt is slowly leaking information on its new campaign. The brand, which previously tapped Gisèle Bündchen to be the face of its women’s fashions, has opted for two slightly younger faces for the spring-summer campaign: Dree Hemingway and Liu Wen.

Though the campaign is yet to be presented to the press, ‘the making of’ snippets can be found on the brand’s website and via its various social media handles.

The Asian-American duo could be a sign of Esprit’s development: on the one side, a return to its American roots in terms of style and retail network, and on the other, business development in Asia.

Liu Wen is the first Chinese model to feature in the Victoria’s Secret Fashion Show. The top-model from Yongzhou has been the face of Estée Lauder, Marni, Lane Crawford, Diesel, Calvin Klein and Benetton. Dree, granddaughter of Ernest Hemingway, has worked for Gucci, Jean Paul Gaultier, Valentino, H&M, Chanel and Paco Rabanne. The Esprit campaign was shot by Terry Richardson in Rome.

Esprit is pushing development in China to reduce the brand’s dependance on Germany, which currently accounts for 43.1% of its activity. Continental China contributes 8.6% of the company’s activity. In addition, Esprit does 1.9% of its activity in Macao, 1.8% in Hong Kong, 1.5% in Singapore and 0.9% in Taiwan.