Female impersonator Rickard Engfors in the original Unlimited
Love campaign, covered in Lucire in January. ABOVE:
The replacement image, with Greek athletemodel Aleka
wearing the Callisto swimsuit. RIGHT:
The new campaign images.
JANUARY, Panos Emporio generated a lot of buzz over the choice
of female impersonator, 27-year-old Rickard Engfors, as its house
model for its new Unlimited Love by Panos swimwear range. Engfors
followed a line of models that include Victoria Silvstedt and Janina
Lucire has often been called one of the
few publications that gets designer Panoss philosophy. He
is deeply concerned about the planet and, at a smaller scale, the
problems with groupthink and mob mentality. His Unlimited Love range
tried to challenge this, by bringing out what he saw as a universal
motion that all people are capable ofand they need no mob
to help them generate it.
Therefore, Engforss choice was a master-stroke:
not only did it convey individualityfew would dare hire a
man in dragbut helped boost the Swedish cross-dressing movement
which hitherto had lacked visibility and generated plenty of buzz
for Panos Emporio.
However, not everyone was convinced, and some
have voiced that that conformity might be more marketable to Panos
Some of its distributors felt that the Engfors
campaign was too risqué, while another criticism noted in
Aftonbladet was that not enough peopleprincipally from
its female marketwould identify with the model. The strongest
concerns came from Finland, Central Europe and the Middle East.
Panos Emporios Finnish representative, Evangelos
Patouches, said that while Engfors was known in Sweden, he was unknown
in Finlandand, therefore, customers would need an advance
explanation to know how to react.
Panos was, therefore, compelled to reshoot the
campaign with a new model, the successful Greek athlete, TV
hostess and artist Aleka. Aleka had appeared in another campaign
for Bally. The Engfors-featured catalogues had to be destroyed.
The reshoot sees similar imagery to the original, with
the highly decorative and stylized faces printed on the swimwear.
Still, his genuine approach to design and feeling
attracts plenty of press in Sweden. Other brands might notcertainly, in this publication's knowledge, few independent brands do.
The new catalogues will be distributed in 17 to
Jack Yan is founding publisher of Lucire.
speaks volumes (January 30)
Visit Panos Emporio
Some have voiced that that
conformity might be more marketable to Panos Emporios customers