American Express is cementing its credentials as a fashionable
brand by linking up with top UK designer Alexander McQueen.
The brand is sponsoring his show at next week’s London Fashion Week and
is in talks with McQueen about marketing tie-ups next year, which could
include an ad campaign.
Jeremy Hook, Amex UK’s head of advertising, said he would like to link
up with McQueen for future products but has not signed any deal. ’This
is something that we would like to discuss with Alexander,’ said Hook,
who is using the designer to launch Amex’s new Gold Card.
Amex is keen to associate its brand with fashion, arts and culture to
shake off its conservative and elitist image. It sponsors the London
Film Festival and the Laurence Olivier awards.
’We have history of working with dynamic, young and innovative
Alexander McQueen is an extension of that,’ said Hook.