Last season, Alexander Wang featured fashion’s favorite Mickey Mouse-wearing badass, Azealia Banks, in his T by Alexander Wang ads. But for Spring ’13, he decided to go a completely new route: a comedy sketch.
“We wanted to do something different, outside of music, and I wanted to bring humor into our campaign,” Wang told Style.com. But we’re not talking just any comedy sketch. Wang has revived MADtv’s 2007 “Bon Qui Qui” segment, a cult classic in which a decidedly disgruntled employee of the fictional King Burger berates, harasses, and pretty much verbally assaults her hungry (and often baffled) customers. The ads star Miss Bon Qui Qui herself, comedian Anjelah Johnson (above). “I first watched Bon Qui Qui three years ago,” recalls Wang. “The part when she complains about taking out the blender is a classic!” he says, referring to the sketch in which BQQ tells a customer who’s ordered a cookies-and-cream milkshake that she doesn’t “even know how to use that blender with all those crazy buttons” and insists on giving him a Coke. “I still watch it once a week when I need a pick-me-up,” says Wang.
Directed by Gavin McInnes, the film will feature cameos by personalities such as Simon Doonan, Alessandra Ambrosio, Shannan Click, Natasha Lyonne, and rapper A$AP Rocky. “It was fun to bring in some friends and people from the industry, and to see how they interacted with BQQ. The chemistry, or lack of, was the cherry on the cake.” Keep an eye out for T by Wang’s funny film, which debuts on the brand’s Web site and YouTube channel today (embedded below – refresh if not visible).
—KATHARINE K. ZARRELLA
The film will also be featured at the New York Fashion Film Festival.