You may find Oscar-winning actress Diane Keaton in your mailbox this month. She's on the cover of Chico's Holiday Gift catalog in her trademark beret and black turtleneck. Keaton's image will also appear in November rag mags like Harper’s Bazaar and InStyle. TV commercials will air network television and syndicated programs.
This is Keaton's first fashion campaign. The actress, 65, has been a spokeswoman for L’Oréal Paris since 2006.
The TV commercials will feature Keaton sharing her thoughts on love, family, character and clothes. Both the TV and print ads feature the actress against a spare white backdrop to highlight her Chico’s outfits, including -- naturally -- lots of accessories.
The Chico's ads could not be timed better. Keaton's -- autobiography And Then Again -- is out and she reveals -- even on the Today show -- her struggles with body image and bulimia, her relationship with her mother and details her love affairs with Woody Allen, Al Pacino and Warren Beatty.
“Her spontaneity, her wonderful wit and her remarkable eye for individual style are the perfect complements to our brand,” said Cinny Murray, brand president of Chico’s. She explains that the campaign's tag line -- “Live for the present" -- is a double entendre: both a spiritual mantra and a reminder of Christmas gifts.
“Chico’s embraces being an individual, and I love individual style. They’re not afraid of variety. Chico’s understands women,” said Keaton, who is known for a eccentric fashion sense, a mix of men’s wear influences with quirky hats, gloves and eyewear. The actress won an Oscar for Annie Hall and was nominated for her roles in Reds, Marvin’s Room and Something’s Gotta Give.
“Love makes the world go ’round. And so do hats and gloves and a fabulous belt,” says Keaton. Does Keaton's endorsement make you want to shop at Chico's? It sure does for us.