Linda Evangelista is the new face for the rebranded Talbots, and chief marketing officer Lori Wagner tells StyleList the model is "perfection" for both the brand and the customer.
"When Michael [Smaldone, chief creative officer] came to the company and we wrote the brand book, for us, there was nobody but her," Wagner says. "For our 40-to-45-year-old customer, when you say Linda Evangelista, there's a reaction."
The supermodel, known for her chameleonlike ability to change to fit the mood, clothes, and brand, was photographed by Mert Alas and Marcus Piggott for two days last week at Jack Studios in New York City's Chelsea. She wore her naturally brown hair pulled back for the shoot.
Evangelista just turned 45, "which is very important to us," Wagner says. And with over 20 years of modeling experience, "there was no B.S., no drama. She's on time, she's on set, and was pure perfection. Every single frame had a different expression." She was even able to work while her son Augustin, who is almost four, stopped by. "He looks just like her," Wagner adds.
The pictures will hit Talbots stores with the company's first fall delivery August 15, and will appear in catalogs, outdoor ads, and September issues of fashion magazines to be finalized at press time.
In related news, read why lingerie sales are up among women in their 40s and 50s.