5 October 2005
United States Launch Takes Elle Macpherson Intimates Sky High
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Elle Macpherson Intimates is turning heads with 14-storey high billboards in Queens, New York city. The two giant
billboards, featuring stunning images from the latest Elle Macpherson Intimates campaign, were unveiled this month as
part of the North American launch of the new campaign.
The giant EMI billboards, situated along the Long Island Expressway, were specially created by media company Mindshare.
They are visible from ¼ mile away as drivers approach the Queen's Boulevard exit.
Elle Macpherson last week made a personal appearance on the Today Show in New York to talk about the new campaign.
Previously 200,000 copies of a custom-made Elle Macpherson Intimates newspaper - the Intimate Times - were distributed
on the streets of New York and at Fashion Week. Phone kiosks, wall posting and exquisite shop window displays were also
unveiled in central Manhattan.
Earlier, Elle Macpherson made an instore appearance in Toronto at Holt Renfrew, an Elle Macpherson Intimates stockist
and one of Canada's most prestigious department stores. She was also a special guest at an exclusive Holt Renfrew dinner
and had a number of interviews with key media, including Fashion TV, Canada AM, The National Post, Edmonton Journal and
The new Elle Macpherson Intimates campaign is based on the idea that everyone has an intimate story - personal and
precious. Shot by acclaimed fashion photographer Regan Cameron, each of the five images shows the model dressed in Elle
Macpherson Intimates and surrounded by possessions that offer a glimpse into her private world.
The campaign has been further enhanced with contributions from international celebrities who have each written a piece
to match one of the images. Writings from Damien Hirst, Sir Elton John, Matt Ford, Sandra Bernhard and Tracey Emin have
been bound into a beautiful, very limited edition anthology that celebrates the campaign. There is also a contribution
from 'Anon'. While the book is not available for sale, stories can be viewed online at the campaign website,
This is the third campaign from Elle Macpherson Intimates to challenge perceptions of the word 'intimate' and explore
its various meanings. In 2003, it released the 'Intimate Moments' campaign, shot by cult British photographer Rankin. In
2004, the concept was further progressed with new campaign imagery inspired by film noir and the high glamour of the
1950s, and shot by celebrated fashion photographer Mario Sorrenti.
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