News & Runway


Jewelry line Fred, owned by LVMH Moët Hennessy Louis Vuitton, has enlisted supermodel Kate Moss for their next yearly ad campaign. She will be replacing Parisian actress-turned-model Audrey Marnay who stars in Fred’s current campaign. WWD is reporting that rising French actor Melvil Poupaud will star in ads along with Moss and that the campaign will be photographed by famed French photographer Patrick Demarchelier in a Paris studio in November. Poupaud is also featured in Fred’s current campaign.  

Moss and Poupaud will each appear in separate shots modeling the brand’s bestselling “Force 10” line. The two will also be modeling pieces from the house’s fine jewelry line, which is a first for the Fred campaign. A Fred spokesperson told WWD that they enlisted Moss because they needed a more international icon that would resonate across all our markets, in particular Asia. The new ads are slated to run in April mostly in Europe, Asia and the Middle East in a range of publications and possibly on billboards in France.