Roberto Cavalli slams celebrity endorsements, commends Instagram

Thu Feb 20, 2014 5:18pm EST
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By Isla Binnie

MILAN (Reuters) - Roberto Cavalli wants the world of fashion to turn its back on celebrity endorsements, and likes to use Instagram to stay in touch with his customers, the flamboyant Italian designer said at Milan fashion week on Thursday.

Speaking before unveiling a womens autumn-winter collection for his youth-focused Just Cavalli line, the designer said he gave his clothes to famous people, but refused to engage a celebrity to promote his brand - a role known as a testimonial.

"I want fashion to be different from the way it is today, less linked to publicity, less tied to all those stars," Cavalli said backstage before his show at Milan's Arco della Pace monument.

Fashion and luxury brands have long allied themselves with celebrities to get media and consumer attention.

Recently, fashion house Versace chose Lady Gaga to appear in its campaigns, while down jacket maker Moncler featured U.S. rapper Pharrell Williams in adverts for its sunglasses.

"I don't have testimonials. If they want pieces they call me and I give them willingly - and I don't make them pay."

But Cavalli admitted he was pleased when celebrities wore his clothes.

"I received a beautiful photo of Jennifer Lopez wearing Cavalli. I wasn't expecting it!" he beamed.   Continued...

Italian designer Roberto Cavalli poses before the start of his Spring/Summer 2014 collection during Milan Fashion Week September 21, 2013. REUTERS/Max Rossi