It's 1962, and Madison Avenue adman Don Draper unveils a new campaign for Playtex executives: On one side of his ad, a brunette model in a black bra and pearls cradles a teacup; on the other side, the same model, now in a platinum wig, white bra and feather boa, clutches a cocktail. The pitch: "Are you a Jackie or a Marilyn?"
Fifty years later, it's easier than ever to emulate our idols. Television and film have long influenced fashion and beauty trends, from Laura Petrie's then-controversial capri pants to Annie Hall's neckties to Carrie Bradshaw's flower pins and nameplate necklace.
But these days, synergy is the name of the game. Why should producers be content to spawn fashion trends when they can profit off them, too -- not to mention extending brand awareness into new arenas?
Stars have been shilling their personal style for years though partnerships with major retailers, most recently Jennifer Lopez for Kohl's and Sofia Vergara for Sears. Now, the marketing arms of entertainment companies are getting in on the act. In December, "The Girl with the Dragon Tattoo" costume designer Trish Summerville debuted a 30-piece collection -- heavy on the hoodies and aged leather pants -- at H&M, and it sold out in Los Angeles within minutes.
Banana Republic took the lead last summer by collaborating with Emmy-winning "Mad Men" costume designer Janie Bryant on a capsule collection inspired by the 1960s-set series; another collection debuted earlier this month to conjunction with the show's return tonight. So the question is, are you a Joan or a Betty?
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