Kate Moss slated for ‘copycat’ Fred adverts

Campaign “embarrassingly similar” to David Yurman’s featuring Moss.

One of America’s most popular jewellery brands, David Yurman, has hit out at model Kate Moss, suggesting that her recent advertising campaign for jewellery brand Fred is near-identical to its own that featured Moss, shot earlier this year.

Moss posed naked for David Yurman’s SS11 campaign but is now the face of French jewellery brand Fred, having recently designed a capsule jewellery collection for them featuring anchor and moon motifs.

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Bosses at David Yurman have apparently dubbed the Fred campaign “embarrassingly similar” to its own. A spokesperson for Yurman is said to have told the New York Post: "When you are a leader in your category, you get used to people copying you. We are confident consumers know the difference".

The Fred campaign was shot by Sonia Sieff and bears several similarities to Peter Lindbergh’s photos for David Yurman.

In the David Yurman campaign Moss is photographed naked, lying on her front adorned with bangles holding a hand to her mouth. In the Fred shots, she is photographed in a similar position, wearing only leather trousers and a handful of rings.

A representative from LVMH, owner of Fred, declined to comment.




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