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Zoolander features in Vogue and rolls out Blue Steel Ciroc vodka as the movie’s marketing accelerates

Ben Stiller’s enigmatic male supermodel Derek Zoolander has featured on the cover of Vogue to publicise the return of the character to the big screen on 12 February.

With co-star Penelope Cruz in Ralph Lauren, and Zoolander pulling out his iconic 'blue steel' look while wearing skin-tight Dolce & Gabbana, the drive cements the model in the real world of fashion.

The character featured in an ad for the new Fiat last week which aired during the Golden Globes. The new push in Vogue was conceived and shot by Tonne Goodman and Annie Leibovitz.

Racy imagery including Zoolander in a saddle was captured in the shoot.

On top of taking out a spread in the iconic fashion publication, Ciroc Ultra-Premium Vodka has rolled out an exclusive ‘Derek Zoolander Blue Steel’ bottle to celebrate the upcoming movie.

Photographer Mario Testino helped design the packaging, with fans able to choose between an ordinary or “really, really ridiculously good-looking” edition (a nod to one Zoolander's most quoted lines).

Sam Reader, reserve marketing director of Europe, said: “The super-premium spirits market is growing fast as consumers are willing to spend more on luxury drinks and Ciroc is driving much of the excitement in the vodka category.

“This limited edition bottle is a fun addition to the range that will appeal to both fans of the brand and fans of the film.”

John McCarthy

I'm a reporter and presenter, into tech, sport, gaming and great ideas. Breaking news is my game although I love looking into the weird trends in marketing and advertising.

I drink tea.

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