Scoop Du Jour: The FW 10 Campaign Direction and The NINETIES MOMENT AMPS UP

TI has been trying to practice extreme discipline regarding the FW 10 campaign bookings because even as the consumer aches to know who's doing what even before the " what" is shot, the gatekeepers have been moving the chess pieces around with a new degree of cleverness. Some modern houses like Chanel and Donna Karan embrace the lust for information and others like YSL who until this morning held their Daria casting into the highest realm of high secrecy. Others are going to keep you guessing till the last minute. Take Balenciaga for instance...12 girls...some iconic and some obscure, girls of the moment and fallen girls the team loves regardless. But who will make the final cut? As such no-one can dare to accurately predict what that final edit will look like. Then there's the triumphant return of Gisele to the blue chip campaign market, a change-up to another iconic face at Gucci, 5 girls at Givenchy and 3 at Valentino as well as Lanvin , and multiple girls at Versace mixing Top 50 forces with newly breaking stars. Most intriguing of all is the Prada which by now must have managed to put hundreds of girls on hold with that curious requirement that the models boast some kind of singing talent. What could it all mean? Maybe that the RED camera is the future. And as for that late-90's moment that got sparked off at Calvin with the appearances of Stella, Tanga and Kirsten ? Well it seems the feeling has spilled over into an extravaganza of a sitting for that certain blue chip bible that is set to resurrect some of your favorite faces from the 1996-2001 time frame. And the whole point is to defy prediction. Stay tuned.