By NADIA BŁASZCZYK
What is the link between the actor Ben Stiller, the photographer Annie Leibovitz, and the fashion designers like Alexander Wang or Valentino? How are they interrelated? The answer is simple. They all have contributed to the comeback of a very important fashion world persona: Derek Zoolander. The year 2016 is going to bring us Zoolander back on the big screen (and maybe on the runways again?).
Since 2008, people have been speculating if the rumors about the next Zoolander production are true. The possibility of repeating the 2001 movie’s success remained unsure until early 2015. The “wow” comeback depended heavily on an innovating promotion of the movie and the participation of the same main actors. And in this case, it started over a year before the official release date. On March 10, 2015, during the Paris Fashion Week, one of the most important events in the fashion industry every year, Ben Stiller and Owen Wilson appeared on the runway at Valentino‘s show as male models from the film: Derek Zoolander and Hansel McDonald. Zoolander 2 was announced to be in cinemas on February 12, 2016. As a part of their performance, Zoolander and McDonald took pictures and “selfies” with Anna Wintour, the editor-in-chief of the American issue of the fashion magazine Vogue and other people involved in the show.
One of the surprises prepared by the promotion team of Zoolander 2 is the appearance of Ben Stiller on the cover of the February 2016 issue of US Vogue. Derek Zoolander managed to get the most desired cover in the fashion world. He not only becomes the star of the new issue of Vogue but also Vogue reporters take a tour around his apartment and ask him 73 questions to enable the fans to know him better. The perfect way to promote yourself in the fashion world (even though you are just a movie character). The cover photoshoot, with the co-starring Penelope Cruz, was photographed by one of the most famous fashion photographers, Annie Leibovitz. Furthermore, the photos from the photoshoot and the parts of the video with the interview, were uploaded on social media by numerous people who were involved in the project, i.e. models and designers. The Zoolander 2 team definitely went with the flow and made sure that they use all popular media to promote the comeback of Derek and Hansel not only for the fans of the first part but also for a new generation of viewers.
The promotion of Zoolander 2 would not be the same without the contribution of a famous fashion designer, Marc Jacobs, who published his remake of the “orange mocha frappucino” scene from Zoolander on the Internet. Even though it is a parody of the movie, it definitely works in favor of the new upcoming premiere and reminds people about the cult scene and characters. Inspired by the film, Jacobs gathered his friends and had fun while recreating Derek’s male models team. The video unquestionably proves that even Marc Jacobs is a fan of Derek and can’t wait for the sequel of the Zoolander movie.
Highly anticipated Zoolander 2 is a comedy which aims at a funny yet satirical depiction of the fashion world and celebrities. Derek and Hansel trying to solve the series of murders of the most beautiful people in the world, strengthen the image of today’s society obsessed with appearance. In addition, the movie demonstrates how ridiculous the fashion industry can be. However, involvement of the most appreciated fashion people in promoting the movie proves that they all maintain a healthy distance towards their jobs and can also laugh at themselves.
Will Derek and Hansel save the world again? Will they be able to show that they are still on top? I guess we will see on February 12 while watching the Roman adventures of two ridiculously good-looking models, Derek Zoolander and Hansel McDonald, on the big screen.