• Brandweek, Tuesday, April 11, 2006 12:45 PM

In a stunning reversal of conventional marketing wisdom, model Kate Moss will once again serve as the "face" of Calvin Klein jeans, in a new ad campaign scheduled to break this fall. Moss was the center of a scandal late last year when a British tabloid published photographs of her allegedly snorting cocaine at a London recording session. Traditionally, when celebrity endorsers--or in Moss's case, a celebrity spokesmodel--are caught in a scandal, the marketer drops them for fear of guilt by association. But Moss, who first appeared in an ad campaign for Calvin Klein jeans in 1992, will be shown in all global print and outdoor ads for the season along with model Jamie Dornan, who makes his acting debut next year in Sofia Coppola's "Marie Antoinette." He previously modeled for Calvin Klein Jeans' fall 2004 campaign. Moss previously appeared in ads for other clothing marketers like Burberry, Chanel and H&M, but they took the more conventional route and dropped her after the cocaine-abuse allegations were made public. Her current deal with Calvin Klein is estimated at $900,000, and shooting will begin this week in New York.

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