Quoted from WWD:
Setting 2012 as the year to focus on its newly launched sportswear business, J Brand is aiming to elevate the brand’s profile with its most expensive ad campaign to date.
Budgeted at well more than $1 million, including media buys in magazines such as Vanity Fair, GQ, Love and French Vogue, as well as Web sites such as Style.com, the fall campaign marks the first time J Brand has hired an outside art director to finesse its image.
Karl Templer, the former creative director of Interview magazine, was selected for what Donald Oliver, design director for J Brand’s sportswear division, termed his “minimal, effortless” style. Templer doubled as the campaign’s stylist, picking Craig McDean to photograph the campaign in New York.
Suvi Koponen, a fresh-faced blonde from Finland, and Shaun DeWet, a South African alumnus of ads for Calvin Klein’s Truth fragrance, Yves Saint Laurent and Gap, personified the confidence and subtle sexiness that J Brand wanted to associate with the company.
“This was the year of elevating the brand,” said Jeff Rudes, J Brand’s chief executive officer.
Projected to grow as much as 30 percent this year from last year, when sales were estimated to surpass $100 million, Rudes said J Brand is in the middle of transitioning from a Los Angeles-based jeans brand to a fashion company. As such, it purposely excluded its trademark skinny blue jeans from the fall images.
Highlighting the best of fall sportswear, Koponen donned high-waisted leather pants, coated denim and garment-dyed silk chiffon pajama bottoms with a men’s wear-inspired cashmere coat, cotton moleskin biker coat and leather and tweed peacoat, Oliver said.
DeWet, on the other hand, sported dark olive jeans with a banker’s coat, wool blazer and leather T-shirt pulled from other fashion brands, since J Brand doesn’t make men’s sportswear.
“That’s all part of this fashion-brand point of view,” Rudes said. “We don’t need to advertise jeans. Jean companies need to advertise jeans. Fashion companies need to advertise fashion.”
Images via TFS.