Renee Zellweger Veiny Photos

The big picture: product placement

“I was contacted by Lindy Hemming, the Oscar-winning designer for many of the Bond movies,” Harley explains. “She already knew my work because she had bought several of my pieces and I designed her daughter’s bespoke wedding pieces. She thought the mix of ancient and contemporary, which has always been very much a part of my style, would fit in perfectly with the script.” “I was totally unprepared for the amazing response that was to follow, because, until it was screened, I had no idea how big a part of the movie my necklace had become,” she says. “Following Casino Royale’s release, we had, and still have, emails from people all over the world asking about the necklace and wanting to order it.” Harley has also used the interest in the Algerian Love Knot to get involved in charity events and auctions. “During the third year with the Legion, we gained a proposition with The X Factor,” she explains. “We went for a planning meeting with the programme’s stylist, who fell for the poppies and relieved us of every single bespoke poppy in the portfolio. This ranged from embellished poppy headbands [to] belts, gloves and brooches.” The brooches had another outing when Emma Watson and Rupert Grint wore them to the premier of the seventh Harry Potter film, and sales reached as far as Australia and Japan. All this has translated to £25,000 being donated every year to the Royal British Legion from sales of Handel’s pieces - proving not all product placement is a cynical money-making exercise. “Citizen has a history of introducing world-first products to the marketplace,” says a spokesperson for the brand. “When the Eco-Drive Satellite Wave was [in the] development stage, we learned that there was a series, Appleseed XIII, that could allow us to be associated with futuristic innovation, representing ‘cool Japan’.” While this is all excellent for the brands involved, the idea is that the placement converts to retail sales. The good news is that sometimes it does. However, as with most things, it involves the right person, the right brand and the right vehicle. As Handel’s poppies showed, it can translate to rather substantial retail sales, which the designer then passed on to charity. With larger brands and bigger celebrities the answer is a little more vague. Whatever trends may evolve, the main reason a brand aims to get its product into films and television programmes is that it can have a huge impact on customers and spark a desire for the item that lasts beyond the darkness of the movie theatre or the comfort of the couch - the hope naturally being that this should all make retailers’ lives a little easier. Now, who says product placement is money down the drain?

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