ALL OF A SUDDEN, our lives have become far more interesting than those on television. In pre-World Trade Center-massacre New York, television programmers counted on one group closely glued to their sets watching reality TV, while cable channel Nickolodeon proudly proclaimed on Manhattan buses that everything it offered�including I Dream of Jeannie and Get Smart�was �unreality TV�. With the world glued more to news anchors and what will be a new set of war correspondents, the whole voyeuristic reality TV phenomenon may have come to an end.
But, some of its stars live on. In fashion, Big Brother Australia�s Jemma Gawned landed herself a contract to be the face of Hey Sister!, a value-leader line from Bendon, the company that also brings the world the famous Elle Macpherson Intimates� line. In the same month as the Hey Sister! announcement, published in Lucire, Gawned was offered a contract as TV host for Search for a Supermodel. She has appeared in a photo shoot for Aussie lads� magazine Ralph
Jemma Gawned�s New Zealand contract with Bendon sees her face and figure on flyers for the Warehouse, a trans-Tasman budget retail chain with 1�6 million visitors weekly. It may be fair to say that Warehouse flyers are more prevalent in that country than any single newspaper.
Gawned was chosen after she refused to take off her Hey Sister! brand underwear on Big Brother, even when she showered.
Unlike Sabine, her exposure was in her lack of exposure�although she won a legion of male fans through walking around the Big Brother flat in her lingerie.
Bendon saw the potential, particularly with its intention to reposition the brand as its value leader.
Though attractive, the new star is no supermodel but she has a following, including a fan-appreciation web site. Jemma Gawned has a down-to-earth appeal that a Hollywoodienne might lack. She will have fans who feel they �know� her through the experience of the show. They are not criteria that can be levelled at Bendon�s other signature faces of Elle Macpherson�who is undeniably a supermodel and a successful businesswoman�and Nicky Watson, a top New Zealand model promoting Bendon�s revamped mid-line Fayreform range.
Article from Lucire Living |
