Frida Giannini wants to use models rather than celebrities to front her campaigns.
The Gucci creative director - who chose Raquel Zimmermann to be the face for the fashion house's autumn/winter 2010/11 adverts - is wary of using actresses and musicians because they are already too famous.
She told WWD: "I think it's a very contemporary approach. The other issue with celebrities is that they are characters who are often associated with a certain film. I prefer a strong, generic face that's not related to any world - whether that be music or Hollywood."
Yves Saint Laurent's Stefano Pilati also agrees because he believes models have the right experience and expertise.
He said: "Actresses are fantastic, but they're not models and it's not easy. What I need to focus on is an attitude, and this comes from a great, experienced model. Actresses have an attitude, but will never be the fashion attitude. To me, fashion photography is with a model; otherwise, it's a portrait."
Karl Lagerfeld also casts models rather than celebrities because they give him the look he's after.
He said: "Why? Because I love them: They have the right look and class."
