MediaBank: Iconix’s Model Swap… Trend Blogging

Super Switcheroo
Iconix Brand Group is playing musical chairs with its supermodel spokeswomen. After featuring Gisele Bündchen in its spring ’09 campaign for Rampage, Iconix opted to go with the new hotness, Sports Illustrated cover model Bar Refaeli, for the fall marketing plan. But the newly pregnant Bündchen is definitely not out in the cold. Instead she’s seductively wrapped in Iconix’s London Fog products this fall as part of its continuing effort to spice up the classic label. Refaeli’s campaign, shot by Gilles Bensimon, will debut in the September issues of Elle, Lucky, Cosmopolitan and others, as well in outdoor advertising and online. Meanwhile, Bündchen’s images will begin appearing in October fashion mags and on billboards and online.

Blog All About It
Tricia Lewis, the New York fashionista behind the Fashion Herald blog, was tapped by Lady Foot Locker to highlight the top footwear trends for back-to-school. Among her recommendations were black-and-white sneakers (such as the Puma Etoile and the Nike Prestige), 1980s-inspired neon accents (found on Converse’s highlighter-colored Chuck Taylors) and fun patterns and textures (seen on Nike’s Shox Reveal III, among others).

Edelman Ads On
For many companies, advertising was the first thing they cut when the economy went south. But not Sam Edelman. The designer continued to trumpet his eponymous line and has no plans of stopping. “[Our brand] had more than 25 pages of national ad campaigns [within the] last year,” Edelman told Footwear News. “For spring ’10, we plan to be [even more] aggressive, not just with magazine advertising, but with outdoor and digital. We’re really excited by the fresh campaign for spring ’10. It is going to be one of the best things we have ever done. Now that we’re moving into brand extensions, it’s time to do more. You’re going to know it’s Sam Edelman from 5 miles away when you’re driving down the freeway or walking down 14th Street or Houston Street or Sunset Boulevard.”

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