Wed | Sep 30, 2020

Alicia gets the nod for Ralph Lauren

Published:Friday | August 14, 2020 | 12:00 AM

Alicia Burke and Francine James were both in the final running for the upcoming Ralph Lauren campaign. In the end, Burke took pole position and won.

While this was James’ first key consideration to front a campaign for Ralph Lauren, Burke has been tapped by the brand prior. She starred in their ‘Iconic’ campaign shot by famed photographer Steven Meisel a couple years ago. Burke featured heavily in print, billboards, videos and magazines for the worldwide, top-line advertising. She has also worked with the Ralph Lauren team on other projects and it was perhaps Burke’s track record which tipped the scales that placed her ahead of her fellow Pulse colleague, Francine James.

Campaigns are signal work by design houses to announce their new collections for each season and often features a major roll-out of the images across various platforms. In the fashion business, they are a big deal both financially as well as how they shape a model’s career.

According to Pulse Managing Director Romae Gordon, “It’s not unusual for us to have two or three girls vying for the same top jobs. In fact, we have had several such scenarios, but it’s still special to have two of our best as finalists for such an important fashion conglomerate. This speaks to their breadth and versatility as well as the favourability with which the team at Ralph Lauren views the quality of our talent.”

The two outstanding Vogue models have between them 10 issues of the magazine in which they have appeared. Burke has had the distinction of earning the cover of the Italian version of the famed fashion bible.

Both Burke and James, who are based in New York, have been busy since the easing of lockdown measures caused by the COVID-19 pandemic in the city. Burke’s roster has been filled with multiple bookings not only for Ralph Lauren but so, too, Banana Republic, while holding options for Tom Ford and for a host of other US-based companies. James has seen a consistent stream of advertising for several online retail brands, including Intermix, and is on option for Bobby Brown. Plus, she is starring in the current editorial for InStyle magazine.