O'Neill signs model as creative partner

Introducing Elyse Taylor the new member of O’Neill’s creative team. She’ll be co-designing a selection of Limited Edition swimwear for you to prance about the Seychelles in during 2011.  Expect she’s not a designer. She’s a model. A ‘Supermodel’ in fact.

Taylor has graced the well-worn catwalk of Victoria’s Secret as well as runway shows for the likes of Marc Jacobs, Alberta Ferretti, Dolce & Gabbana, and Roberto Cavalli. However, she’s now taking a more down to earth role as brand ambassador for O’Neills Girls in 2011, and netting a creative job to boot.

The creative internship – as opposed to straight endorsement – is becoming increasingly popular. Lady Gaga became ‘Creative Director’ for Polaroid, and Alesha Dixon is virtually sitting on the board at LA Fitness after inking a remuneration deal with the gym chain.

Customers now want to see that celebrities that endorse products don’t just hold them and smile, but are actively involved in their creation, customisation and eventual usage.

And nothing is more real than making an endorsee work for a living.

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