London Fog “Gisele”

Gisele Bundchen’s angular face and leggy frame feature prominently in this London Fog print push. But rather than imbue the brand with some personality or heat, the approach has the opposite effect. Yes, Gisele is lovely. Still, the come-hither stare feels artificial and insincere, as if the shoot couldn’t end soon enough for its star. Those robotic poses and by-the-numbers glimpses of skin just seem gratuitous. The whole enterprise is clichéd (she’s naked under that raincoat — how novel!) and drained of life. It’s as if the client wrapped its wares around a mannequin, then tipped the lifelike plastic figure onto the floor. Gisele’s fallen, and she can’t get up! –David Gianatasio