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Aldi turns heads with fake Kate Moss

The stunt saw the supermarket capitalise on the city’s fashion moment

Jeevan Georgina Hammond

Editorial Assistant Creativebrief


As Chanel took over Manchester for its annual Metiers D'Art show, McCann Manchester and Aldi capitalised on the moment with a PR stunt that included a Kate Moss look-a-like. The stunt created a social media frenzy with fashion fans shocked that Kate Moss had been spotted shopping in Aldi, although it was ‘Fake Moss’ (Denise Ohnona) all along.

With Chanel in Manchester, the PR stunt seemed plausible. Celebrities and A-listers were descending on the city, including the likes of Kristen Stewart and Tilda Swinton, so it made sense for Kate to be spotted. What was surprising was that the supermodel was shopping in the budget supermarket.

Of course, this sighting garnered major attention on social media. The ‘Fake Moss’ had given all the allure of Kate; a bodyguard, dark shades, a stylish get-up, and a recognisable face. Members of the public fell for the stunt and took to Twitter to debate what was in Moss’ shopping bag.

The stunt was revealed by a member of the paparazzi and later confirmed by Manchester Evening News.

Where Moss is a mainstay of the global and British fashion world, it made sense for her to be in Manchester for the Chanel show. The stunt is a great example of capitalising on a cultural moment and piggybacking off of existing hype.

Usually held in fashion capitals like Paris and Milan, the Metiers d’Art show chose Manchester for this year’s stage. And it wasn’t just the backdrop, the city also informed the collection. It was held on Thomas Street, in the city centre, as an open-air (with a glass roof) catwalk.

The city was chosen for its influence on popular culture, music, and the arts. Yet the stark contrast between the city’s working-class history and the fashion house’s exclusive and pricey nature caused somewhat of a stir. Aldi’s stunt perfectly encapsulated this stark contrast to add to the cultural conversation and enter into the debate with humour.

Using the power of rumour, hearsay and earned media, the supermarket was able to successfully cut itself a slice of the famous fashion show’s spotlight.

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