Walking through Birmingham City Centre yesterday, I saw the image pictured above and I thought, ‘Why is Jon Snow advertising Jimmy Choo?’ I at first didn’t realise the ad was for perfume and was picturing Jon Snow with his shaggy hair and his furs — an essential accessory for Castle Black but also such a gorgeous backdrop to his brooding face — now wearing Jimmy Choo heels through the ramparts of The Wall, perhaps hoping the heels would lift him up from the cloud of melancholy that always seems to surround him.
It then struck me that I had referred to the image as Jon Snow rather than Kit Harington. That never happens when I see Leonardo DiCaprio flog TAG Heuer watches: there it’s always Leo. And what ‘Leo’ means has changed and expanded over time. ‘Leo’ is polysemic: he is Romeo, Gatsby, Howard Hughes; he is also the characters he played in Titanic (James Cameron, USA, 1997), Inception (Christopher Nolan, USA, 2010), The Wolf of Wall Street (Martin Scorcese, USA, 2013); he’s a great actor and the biggest box office star of his generation; he’s also someone who shags models, works to enhance social awareness of endangered species and climate change and dances like one’s dad.
Now, I have seen Kit Harington in Pompeii (Paul W. S. Anderson, USA, 2014) and in Spooks: The Greater Good (Bharat Nalluri, UK, 2015) so why does he remain Jon Snow? Does it have to do with the degree of stardom? I don’t think so. Harington is as hot an actor as any at the moment; that’s why he’s had big-budget films built around him; and indeed that’s why he’s being paid to flog perfume by Jimmy Choo. Does it have to do with differences between stardom in one medium or another? Again, in the past I would have said yes. But I don’t think that’s any longer true. James Garner, Matthew McConnaughey, Woody Harrelson, Charlie Sheen and many others since at least the fifties have had enormous success on television without being solely identified with one character. Perhaps it’s process. After all, Clint Eastwood was ‘Rowdy Yates’ throughout America for years before he became ‘Clint Eastwood’.
So, let’s say it’s not about intensity or extent of stardom, or even the medium in which that stardom was first created and took hold; let’s say that it’s merely about polysemy and intensity, about the power and range of different meanings signified by a star sign, such as Kit Harington’s face. But in that case, is Kit Harington ‘The Jimmy Choo Man’ or is it Jon Snow. If the latter, wouldn’t it be appropriate for Harington to hand over some of what he got paid over to whomever owns the image rights to Jon Snow? Isn’t the image for sale on the basis of its meanings here not that of Kit Harington but of Jon Snow? or at best, that of Kit-Harington-as-Jon-Snow? I suppose the two are one in the public imagination. Kit Harington’s face and body is what now embodies Jon Snow; it’s how Jon Snow is signified. In the novels, we each had our own view of him. Now Kit Harington gives flesh to Jon Snow; and we like that embodiment so much that it can be commodified and put for sale; it has an economic value; but until Kit Harington becomes ‘Kit Harington’ does he have the right to commodify Jon Snow and attach those meanings to a scent? Does Kit Harington have the right to get rich from what Jon Snow might mean to an audience? Just a thought.