When Zoolander crashed the Valentino runway, we couldn’t help but get excited about the movie sequel hitting theaters on February 12. We chuckled when Zoolander showed up in Mario Testino’s towel series, raised an eyebrow when Justin Bieber joined the cast and laughed uncontrollably when Marc Jacobs recreated the iconic car wash scene. Then, the Zoolander 2 marketing machine went into overdrive.
In a move no one saw coming, Derek Zoolander (aka Ben Stiller) covers the February 2016 issue of Vogue next to Penelope Cruz. Who thought the fictional character would get a Vogue cover before Kerry Washington? Photographed by Annie Leibovitz, Zoolander poses in pajamas and a dryer cap surrounded by top models Gigi Hadid, Jourdan Dunn and Joan Smalls. It’s nice to see Vogue has a sense of humor but the editorial spread feels like a glorified movie ad. Is it overkill?
The Vogue cover was released on the same day as a new Zoolander 2 trailer. It couldn’t be more perfectly timed as the clip also features a top model: the one and only Naomi Campbell. She stars in a hilarious mock perfume ad alongside Zoolander and Hansel. The campaign finds her pouring milk all over her face because “nothing attracts like the scent of No.2.” If Naomi’s on board, it’s safe to assume we can expect several other fashion insiders to help promote the film in the coming weeks (except for Karl Lagerfeld of course).
And now you can read the Zoolander cover story, watch the Zoolander trailer and drink vodka from a Zoolander-themed bottle! Yes, Zoolander 2 mania just made its way into your liquor cabinet. Cîroc announced a limited-edition ‘Derek Zoolander Blue Steel’ bottle to celebrate the highly-anticipated sequel, along with a new ad campaign, natch.
The ad for the bottle was lensed by none other than Mario Testino in his second shoot with the “world’s greatest supermodel.” Talk about oversaturation. It’s great to see the fashion industry poke fun at itself but we can’t help but wonder if the sequel will live up to all the hype.