Kate Moss recently posed for a campaign for Fred Jewelry, a Paris-based luxury jeweler, and the images look familiar. No wonder David Yurman is complaining that the ads are copies of his spring 2011 campaign that featured Kate Moss. The ads have different photographers: Fred’s ads were shot by Sonia Sieff and while Yurman’s by Peter Lindbergh. However, the feel is pretty unmistakeable. When I saw the Fred’s ad (below left) I immediately thought, David Yurman! So, while I don’t think Fred’s photog., Sonia Sieff, was inspired by one single Yurman campaign, the Fred images are definitely invoking in consumers the look and feel of a David Yurman (whether Fred’s is doing this consciously or not).
Yurman told the Post that they just intend to make fuss, not sue: “The Fred campaign is embarrassingly similar to the one David Yurman ran a year ago… When you are a leader in your category, you get used to people copying you. We are confident consumers know the difference.”
the Fred ad campaign