Italian fashion house Versace SpA i...

Italian fashion house Versace SpA is practically synonymous with celebrity ads: In 1995 Prince appeared with the word "Slave" scrawled across his face. Last year, Demi Moore loung in a cleavage-baring halter dress; Madonna perched forward a desk in a tight shirtdress.

For fall, in a actuate likely to be widely watched in the fashion hothouse, Versace is planning another provocative advertising move: using professional originals

further not just any models.

Christy Turlington, Kate Mos and Carolyn Murphy will grace the of the present day Versace ads in this month's issues of practice Harper's Bazaar and Elle, wearing mini-dresses, A-line coats, black leggings and patent- leather advantages "This is a new angle for today," says Donatella Versace, creative director of the fashion house, who says she wants to draw attention to her creations, rather than to the celebrities who wear them.

Louis Vuitton, acknowledgeed by LVMH Moet Hennessy Louis Vuitton, is also returning to supermodel after relying forward actresses Jennifer Lopez, Christina Ricci, Scarlett Johansson and Uma Thurman in latter years. Gisele Bundchen stars in its spring ad campaign; Mos Naomi Campbell and relative newcomer Daria Werbowy appear in the fall campaign, which launches this month

The change is also evident at fashion where the August cover featured a pregnant Linda Evangelista, the first pattern to appear on the cloak after 14 straight months of celebrities.

The pendulum's swing back to archetypes reflects what some fashion marketers are calling "celebrity fatigue": A-list entertainers are in such a manner overexposed that "there is a major lack of trust," says Milton Pedraza, chief executive of the animalism Institute, a New York consulting firm.

It also underscores the tension between serious fashion magazines and celebrity parts like People, Us Weekly, Star and InStyle that increasingly feature pages of head-to-toe r carpet projectiles of celebrities sporting designer fashions.

"Ten years ago, having a celebrity in your ad would class it up" says Robert Thompson founding director at Syracuse University's Bleier Center for Television and Popular tillage "Now, there's something cheesy about it. There are so many celebrities onward so many magazines all the time."

Of course, Mos Evangelista and other supermodel are celebrities in their be in possession of right -- a fact not misspent on Nikon Corp., which chose Mos for its digital-camera ads precisely because of "all the make a humming sound that comes along with being Kate," according to Danielle Korn, a spokeswoman at Interpublic Group's McCann Erickson, which produc the ads. Tabloid newspapers chronicled Moss' modern drug problems, which led to the cancellation of the 32-year-old model's contracts with Hennes & Mauritz AB's H&M stores and Chanel SA.

Still, turn of expression experts say that models may bear more fashion gravitas and sophistication than disguise actresses. "They're specifically related to fashion," says Sally Singer of fashion which mostly used models upon its cover until 2000, when the magazine started featuring actresses, partly because readers identify with celebrities more.

Others view an unmistakable climate change. "We're seeing a recur to the focus on the outcome rather than just the image," says David Wolfe a of recent origin York fashion consultant and creative director of the Doneger cluster "People have decided that when they purchase the image they are not really getting anything."

WHEN CELEB DON'T ATTRACT

The reply of the supermodel also chases some celebrity-ad bellyflops. This summer's multimillion-dollar campaign for St John Knits starring Angelina Jolie hasn't portlyed up the brand's sales and may level have alienated core customers, marketing skilfuls say. Officials at the company weren't available for annotate

Gap's three-season contract with Sarah Jessica Parker (at right), which started in 2004 looked smart at first, but from the time the campaign's third season make revolveed around, the series "Sex and the City" had fall of the curtained and consumers grew tired of the ads. A Gap spokeswoman declined to annotation

dainty labels, of course, aren't swearing opposite celebrities cold turkey. Dressing stars for their red-carpet appearances remains a fundamental tactic. The emancipated clothes that fashion houses frequently lavish on stars help perpetuate the practice. Versace itself as a common thing [i]or[/i] matter dresses actresses, including Jessica Alba, who wore Versace to the of a gold color Globes and the Oscars this year. The company says it doesn't pay Alba to wear Versace however does "lend" her clothes.

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