Dooney & Bourke is taking a break from the Hollywood starlets and heading in a new direction for fall. After a long run of campaigns featuring everyone from Mischa Barton and Lindsay Lohan to Hayden Panettiere, the brand has tapped model Maggie Rizer for its new campaign. The move toward hiring Rizer isn’t about saving money, claimed a spokeswoman — even though Rizer is undoubtedly cheaper and easier to manage than a star. The spokeswoman added the brand was ready for a new, fresh approach to its advertising. Tesh photographed Rizer on location at Peter Dooney’s farm in Greenwich, Conn., and the ads will debut in the October issues of Elle, InStyle, Lucky, Teen Vogue and Vogue. The brand also plans to do some advertising online.
Using the starlets they were targeting teens with the use of the new model they seem to be targeting a more mature buyer. This will probably give them more longevity.