Why Do Preppy, Clean-Cut Brands Seek Dirty, Downtown Kids For Ad Campaigns?

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A while ago, it was announced that Nate Lowman, Annabelle Dexter Jones, and Sam Hayes were all tapped to star in the new fall Hogan ad campaign, following up Misshaper Leigh Lezark's weird, sneaker-clad, happy-smiley run for the anomalous label. That, coupled with Lower East Side heroes The Virgins' star turn in Tommy Hilfiger's ad campaign wearing what looks like Tyson Beckford's boxers, leaves us slightly confused. Downtown girls and boys about town wouldn't be won over to Hilfiger and Hogan just because their friend/acquantince/fellow partier's face is on the ad campaign, while the brands' clean-cut, slightly vanilla audience wouldn't know who Sam Hayes (Waverly Inn host and one-time Interview subject) is, any way. So where's the logic there? If you need a picture to go with your musings, check these shots of Donald Cummings ditching his leather jacket for a pink polo.