David Duchovny, Martha Hunt Front London Fog’s Fall Campaign
The campaign will appear in print, digital and outdoor venues.
David Duchovny, who played the world’s greatest hand model in “Zoolander” and star of “The X-Files” and “Aquarius” has a new modeling gig.
He will be featured in London Fog’s fall ad campaign, along with Victoria’s Secret Angel Martha Hunt.
The ads, which were shot by Frederic Auerbach in the DUMBO section of Brooklyn, will include print, online, social media and outdoor.
“I love what they do. My mother’s Scottish and she was always aware of the brand and the style, and it made me feel part of that history to do it,” Duchovny said in a telephone interview. Asked if he considers himself a fashion guy, the 55-year-old actor said, “I’m so fashion stunted in many ways. I still wear T-shirts from when I was 15. I certainly like it, I’m growing in that area.”
For the shoot, Duchovny wore a classic London Fog trench coat, layered with pieces from the London Fog sportswear and suiting collections.
Duchovny isn’t exactly a modeling newbie. “I’ve done some. When I was a lot younger I went on a couple of go-sees.” And how did that work out for him? “Not so great,” he said. He pointed out that many years ago when he started acting, he did a test shoot with Bruce Weber for Calvin Klein. “It didn’t work out,” he said.
While he’s never been to a fashion show, he did have that hand model part in “Zoolander,” “so that almost counts.” He was asked to be in “Zoolander 2” but couldn’t fit it into his schedule. “Ben Stiller and I were talking about it, and they were shooting a year ago in Italy in the summertime, and I couldn’t make the dates work. I had kept my hand in really good shape,” he noted.
Describing the chemistry with Hunt on the London Fog set, he said, “She was terrific. I’m embarrassed to say I didn’t know what she’d done and who she was. I had a great time working with her. And I said, ‘Please give me tips, I’m a terrible model here.’ She made me very comfortable. Then when I got home I showed my daughter some pictures I’d taken on my phone of the day and she said, ‘OMG, that’s Martha Hunt,’ and I was a hero for the moment, and she was, like, ‘Dad, what are you doing? I can’t believe it.’ And I was, like, ‘I’m hip.’”
As for new projects, Duchovny’s got the TV series, “Aquarius” coming out now and a new novel, “Bucky F–king Dent,” was just published. “It takes place in 1978, it’s a father-son story told against the Red Sox collapse and Yankees’ unlikely victory. It’s my favorite thing I’ve ever written,” he said. It came out Opening Day. “It’s doing really well, with Father’s Day, they’re hoping it gets a little bump since it’s a father-son story.” Duchovny said he’ll be touring in Europe and has material for a second album and has an idea for another novel. “It’s a surrealist, mystical, thriller love story.”
With so many talents, what’s his favorite activity? “Modeling, definitely modeling. It uses more of me.”
Meantime, Hunt, a 27-year-old model from Wilson, N.C., who is represented by IMG, said of the campaign, “The trenchcoat is is such a classic, timeless piece that everyone needs in his or her wardrobe. David and I had so much fun shooting the campaign — I showed him how to be a pro as a model and he gave me some acting tips as well. I think we complemented one another nicely,” said Hunt, who’s walked in such shows as Carolina Herrera, Diane von Furstenberg, Louis Vuitton, Prada, Versace, Stella McCartney and Tory Burch.
London Fog has expanded its marketing focus to be more integrated in the digital space, said Carolyn D’Angelo, executive vice president of branding and marketing services at Iconix Brand Group, which owns the brand. The ad spend is up 15 percent for fall, she said. “This will be a robust, 360-degree marketing campaign appearing across multiple platforms. We plan to run in print, online, social media and outdoor. The demo also extends to an older generation, so traditional forms of media are still very relevant to the consumer,” D’Angelo said.
Established in 1923, London Fog makes outerwear, men’s sportswear, men’s suiting, luggage, footwear, handbags, eyewear, umbrellas, outerwear, men’s sportswear, men’s suiting, luggage, cold weather accessories and bedding.