F/W 08.09 Ad Campaigns (please read post #1 before posting) - #1

[kimair]

from wwd, june 9, 2008...
the first model looks like catherine o'neill...
i like that they say "up-and-coming models"...

With its first advertising and marketing campaign as an independent, privately held company, Express hopes to establish a new creative direction and identity for a brand whose personality hasn't always been distinct.

The concept of the campaign — models cavorting on the beach — is only part of the story. What are those tripods doing on the beach, and that fan? Express wants to give viewers the feeling of being behind the scenes at a photo shoot. The campaign's conceit is to have the gear used to make fashion images, such as backdrops, light stands and cables, intentionally visible in each shot.

Doug Lloyd, chief executive officer and creative director of Lloyd (+ co), which was hired to execute the advertising, believes the campaign will bring a sense of authority to the label.

Veteran fashion photographer Peter Lindbergh shot the images of two up-and-coming models romping on Long Island, N.Y., beaches. "We're looking at upgrading the image of the brand," Lloyd said. "To do that, we brought in Peter Lindbergh and buzz-worthy models. The visuals tell the story of being on a photo shoot so you see elements of the shoot, such as background or equipment. It's involving viewers with an insider's glimpse of that world. The brand's demographic has a thirst for the subjects and glamour attached to fashion image making."

For years, the brand had difficulty finding the right fashion formula, shifting between styles that were too old and looks that were too young. In 2005, Paul Raffin, who was then president of Express, said: "We got fashion wrong, we drifted older, we drifted more expensive, and in fact alienated a large percentage of our total customers,"

"The new campaign looks at the Express product in a different way," Lloyd said. "The bulk of what we do will end up for in-store, direct mail and electronic uses, but there is a media buy for fall. [Advertising] is something they're exploring because they haven't done it in the past. They're not going to be out there the way Louis Vuitton or Target is, but Express has a new backer, which seems to be very well financed."

 

[iximisspiggyixi]

^I was in an Express store the other day and Chanel Iman and Abbey Lee (the girl in the skirt in your post I'm guessing) had tons of ads up.

 

[JeanAvril]

It seems to be Catherine and Abbey Lee. Very boring, but then again its Lindbergh. What's up with Express using all these big models? First Chanel, Abbey and Nate, now these two?

 

[Faith Akiyama]

Yes, it's the two Australians for the next phase of the store's marketing I think you meant McNeil not O'Neill though kim

 

[Annu]

Louis Vuitton with Coppolas.
fashionologie via classicalbang

 

[mikel]

is Express an Australian brand?

 

[hfgl]

I am SO excited about Kirsten Owen For Marc Jacobs!

 

[*Bianca*]

is Express an Australian brand?

No, it's American.

 

[mikel]

thanks.

 

[vogue28]

thanks annu

 

[kimair]

I think you meant McNeil not O'Neill though kim

thanks faith...
iximisspiggyixi...those are the summer ads...
the ones with catherine are for fall...

 

[agneslo]

I am SO excited about Kirsten Owen For Marc Jacobs!

AGreed i miss her so much in prints!

 

[JuiceMajor]

Stella Tennant!!

 

[min-SH]

^i second that!!

 

[Kanna]

Me third that

 

[cul8tr]

Angela Lindvall for Jimmy Choo Fall-Winter 2008 Ad Campaign by Terry Richardson

frillr.com, WWD

 

[AD011620]

Louis Vuitton with Coppolas.
fashionologie via classicalbang

Love it

 

[Nueva]

Max Factor - M: Gisele Bundchen, Ph.: Nick Knight, Info: industry source

 

[MissMagAddict]

Source | WWD

Julia Restoin Roitfeld has just shot younger brother Vladimir in a campaign for Rock & Republic, for which she was the art director.

 

[mackos]

^Sounds GREAT!