Teen singing sensations Fifth Harmony today gave fans a glimpse of their new commercial for Candie’s. The highly-publicized spot debuts in full form on Sunday night during the Teen Choice Awards, airing on Fox.
As Footwear News reported in June, the fall campaign, called “5 Girls, 5 Styles,” will feature the five singers — Ally Brooke Hernandez, Camila Cabello, Normani Kordei, Dinah Jane Hansen and Lauren Jauregui — performing in the brand’s playful signature color: pink.
The teaser, “Rock Your Candie’s,” was released today. Watch it here.
In addition to the television ads, the larger campaign features comprehensive marketing efforts in print, online and in stores. It is part of a bigger push for the critical back-to-school selling season for Candie’s parent company, Iconix Brand Group.
The positive press surrounding the marketing campaign is a rare bit of recent good new for Iconix, which in the last two weeks experienced the abrupt resignation of its founder and longtime CEO, Neil Cole, and a string of law firms filing class action suits. The negative developments have taken a toll on the company’s stock price.
Meanwhile, the Fifth Harmony campaign photos were shot at Milk Studios in New York City.
Iconix has a long history of signing Candie’s girls — some of which have courted controversy. In the past, critics have called the Candie’s campaigns inappropriate with their suggestive message and, at times, too racy.
Controversial names have included Bristol Palin, Jenny McCarthy, sultry photos of Disney girl Bella Thorne and a sexually charged campaign with Alyssa Milano.
Click through the slideshow below for the most memorable red carpet moments from past Teen Choice Awards.