Marketing Plays: January 2019

Jan. 31, 2019: Olivier Rousteing has chosen Cara Delevingne to be the face — and body — of the Balmain spring ’19 campaign. The British model and actress, who opened the Balmain spring ’19 show in Paris last October, strikes a pose for two daring images shot in black-and-white by Berlin-based photographer Dan Beleiu. In one of them, Delevingne and Rousteing pose topless. The designer is depicted standing behind Delevingne, his hands covering her breasts. “It references all the iconic album covers of the ’90s, which were big pop culture moments of our childhood,” Rousteing, who was born in 1985, told FN sister publication WWD (Delevingne was born in 1992). The brand hinted that the new campaign is just the beginning of a partnership between Delevingne and the French house, with more projects to be revealed in 2019.

Balmain campaign featuring Cara Delevingne.
Balmain campaign featuring Cara Delevingne.
CREDIT: Courtesy

Jan. 30, 2019: The “Modern Goddess” is the inspiration for BCBGMaxAzria‘s spring ’19 ads, and the brand emphasized the theme both in front of — and behind — the lens. The campaign, which stars supermodel Rosie Huntington-Whiteley, was photographed by Zoey Grossman and styled by Kate Young, who also served as creative consultant for the season and helped select the fabrics, colors and embellishments in the collection. In keeping with the Grecian motif, Huntington-Whiteley is seen posing with elegant sculptures, while clad in the brand’s latest power suits, sleek column dresses, loose knits and knife-pleated skirts. “The spring campaign was about relaying the message of fearless femininity that is woven throughout this collection,” said the model in a statement.

BCBGMaxAzria
BCBGMaxAzria spring 2019 campaign stars Rosie Huntington-Whiteley.
CREDIT: Courtesy of brand

Jan. 29, 2019: Tony Romo is making his Super Bowl debut in more ways than one on Feb. 3. The longtime Dallas Cowboy will star in a commercial for Skechers Sport Slip-Ons, in addition to serving as a color commentator from the CBS broadcast booth. In the lighthearted spot, Romo explains that he “likes to make his life easy.” The video shows him using a ball machine to toss tennis balls to his dog and taking some swings on the golf course. “It’s been an exciting two years since I left the field — all building up to my first Super Bowl as a broadcaster,” Romo said in a release. The new spot marks Skechers’ seventh time advertising during the Super Bowl.

Tony Romo, Skechers, Super Bowl, commercial
Tony Romo wears Skechers footwear in a promo shot.
CREDIT: Skechers

Jan. 29, 2019: For its 100-year anniversary, Champion is celebrating in a big way. The brand tapped sports icon Magic Johnson of the 1992 Olympic “Dream Team” to star in its newest campaign. “As part of the ‘Dream Team,’ I experienced firsthand the power of people coming together to achieve great things,” Johnson said in a release. “I’m pleased to celebrate the power of teams in Champion’s 100th anniversary campaign.” The ads showcase a variety of modern-day athletes, along with images of the “Dream Team” and other historic teams that have worn the Champion logo in competition. Throughout 2019, the brand will continue to celebrate its milestone with exclusive product collections, social media activations and more influencer partnerships.

Magic Johnson
Magic Johnson
CREDIT: Champion

Jan. 28, 2019: Lyst is upping its market smarts. The online search platform is recruiting influencers and collectors to join its Sneaker Intelligence Unit and contribute opinions to round out Lyst’s data-driven research. Members of the group will be paid, as well as receive a sneaker allowance and access to global meet-ups and launches. To apply, kicks fans must complete a test that assesses their knowledge of sneaker design, history and culture. Individuals who receive a score of 80 percent or higher will be invited to participate in a final stage “mastery” challenge. The initial test is live now on the company’s website.

Jan. 22, 2019: In Virgil Abloh’s first multimedia campaign as Louis Vuitton‘s men’s artistic director, the goal for spring ’19 was to explore ideas of individual perception through lenses of inclusivity, in three phases. The first is “Infancy, Childhood and Adolescence,” an ongoing study of boyhood and the development of a man’s identity that’s shot by Inez & Vinoodh, featuring a cast of toddlers, preteens and teenagers. Next is “The Painter’s Studio” by Mohamed Bourouissa, a contemporary take on the 1855 oil painting by French artist Gustave Courbet of the same name; but instead of capturing the elite, as Courbet did, this one sends a message of diversity, inclusivity and unity. And finally, there is “School Teens” by Raimond Wouda, which depicts teens in groups, with each clad in a bright tee — reminiscent of Abloh’s spring ’19 show in which 1,500 students formed the colors of a rainbow — to communicate the idea of belonging without losing individuality.

Virgil Abloh’s spring ’19 campaign for Louis Vuitton.
CREDIT: Raimond Wouda

Jan. 10, 2019: Model Anok Yai’s whirlwind rise continues. The 21-year-old — who became an internet star in fall 2017 when a photographer snapped a picture of her at Howard University’s homecoming — is starring in Prada‘s spring ’19 advertising campaign. Yai was born in Egypt and raised in the United States., but she is  of Sudanese descent; she was the first Sudanese model to open a Prada fashion show, doing so at the label’s fall ’18 runway presentation. “Working with Prada at the start of my career is incredible,” said Yai. “They’re an iconic brand that has always had a really cool approach to fashion. In this campaign, I played the character Belle and did a whole audition. It was interesting to not only channel the character in photographs but also through a bit of acting.” Since signing with Next Models in 2017, she has also appeared in ads for Alexander Wang, Estée Lauder and Riccardo Tisci x NikeLab.

Prada Anok Yai Spring 2019 Campaign
Anok Yai in Prada’s spring ’19 ad campaign.
CREDIT: Courtesy of Prada

Jan. 10, 2019: The images from Kaia Gerber’s first ad campaign for Jimmy Choo are finally out. Shot by famed fashion photographer Steven Meisel, the campaign features a series of stunning portraits of the 17-year-old model. She is captured in a series of in-studio photos sporting the luxury label’s latest sneakers, heels and boots, paired in a youthful and unexpected way with oversize sweatshirts and jackets. The limited-edition T-shirts and sweatshirts were designed in collaboration with Mathias Augustyniak and Michael Amzalag of M/M Paris. The apparel will be available exclusively on the Jimmy Choo website.

kaia gerber, jimmy choo, spring 2019, campaign
Kaia Gerber in the “Bowie” bootie.
CREDIT: Courtesy of Jimmy Choo

Jan. 8, 2019: Oboz has a new crop of ambassadors who will contribute to its community-engagement efforts. The new crew, boasting 22 outdoor adventurers across 15 states and Canada, will be tasked with testing product, appearing at company events and providing expertise through blogging. Also, the brand has several outings planned for the team this year, including hiking Half Dome in California’s Yosemite National Park, trekking Torres del Paine (in Chile’s Patagonia region) and others.

Oboz 2019 Ambassadors
A few of the 2019 Oboz brand ambassadors.
CREDIT: Courtesy of Oboz

Jan. 7, 2019: Model and actress Poppy Delevingne stars in Roger Vivier‘s spring ’19 catalog, in a series of decadent yet playful images dubbed “Paris, les Désirs & les Demoiselles.” The images are inspired by creative director Gherardo Felloni’s first collection for the luxury house, one that features a rich color palette that serves as “a powerful vehicle to project the joie de vivre and positivity” of the storied label. In the photos, Delevingne and friends luxuriate in her Right Bank apartment before transforming themselves with glamorous evening attire for a night on the town, all the while clad in bejeweled pumps, boots and sandals. Their journey ends at the Place de la Concorde, where they trade their heels for embellished Viv’ Run sneakers.

Roger Vivier Spring 2019 Poppy Delevingne
Roger Vivier spring ’19 campaign featuring Poppy Delevingne and friends.
CREDIT: Courtesy of brand

Jan. 4, 2019: For the release of Puma‘s new Muse Trailblazer silhouette, the latest style in its Muse Women’s sneaker range, the brand naturally turned to model and civil rights activist Cara Delevingne to serve as the face of the launch. Designed to be the embodiment of individuality, style and performance, the Muse Trailblazer boasts a running-inspired slip-on silhouette with a breathable textile upper, elastic cross straps for support and an ignite foam insole that’s designed to adapt to the female foot. The Muse Trailblazer is meant to empower women, which echoes the inspiring “be yourself” and “women supporting women” message of Puma’s 2018 #DoYou campaign starring Delevingne and other inspiring females.

puma muse trailblazer, cara delevingne
Cara Delevingne for Puma.
CREDIT: Courtesy of Puma

Jan. 4, 2019: Adidas and Yohji Yamamoto give new meaning to “industrial strength” fashion with their spring ’19 ad campaign for Y-3. Set in a gritty Los Angeles shipyard, the images have a strong editorial viewpoint, captured by photographer Angelo Pennetta, whose work has appeared in Vogue, Dazed, i-D and other top publications. Haley Wollens styled the shoot, which places models in the designer’s latest series of voluminous cropped utility pants and flowing long crepe dresses — evidence of this season’s parachuting and sailing inspirations. The Y-3 spring collection of apparel, sneakers and accessories debuted in stores on Jan. 7.

Y-3 spring 2019 ad campaign
Y-3 spring ’19 ad campaign.
CREDIT: Courtesy of brand

Jan. 3, 2019: How does today’s modern jet-set live? Michael Kors explores that very question in his spring ’19 ad campaign, shot by Dutch photographers Inez van Lamsweerde and Vinoodh Matadin. “I wanted the images to capture the ease, confidence and irreverent attitude of today’s luxury travelers,” said the designer. The campaign features model Binx Walton in a lavish suite in the opulent Negresco hotel in Nice, France. She is clad in the brand’s spring creations that exhibit an optimistic, romantic feel, complete with bright painterly florals and eclectic animal prints. Among the featured accessories is the first Michael Kors Collection beach club totes and hand-painted destination totes. The campaign debuts this month in print magazines, as well as through online, social media and outdoor ads.

Michael Kors Spring 2019 Campaign
Michael Kors spring 2019 ad campaign.
CREDIT: Courtesy of brand

Jan. 3, 2019: For its spring ’19 marketing campaign, Giuseppe Zanotti has tapped American model Grace Elizabeth (who was recently spotted opening Chanel’s fall ’19 show). Shot in studio by photographer Craig McDean, the six minimalist portraits alternate between black-and-white and color, and show Grace in the shoe designer’s standout spring styles, including the ornate Peony stiletto sandal and the Hollie Big Diamond flat, juxtaposed with cutoff denim shorts and oversize blazers. “I really wanted to do something different, modern with this campaign,” said Zanotti in a statement. “My shoes have always been and will always be works of art — embellished, feminine, gorgeous, but today there are no longer rules about evening style versus day.” The campaign will appear in leading fashion magazines and websites.

Giuseppe Zanotti Spring 2019 Ad Grace Elizabeth
Giuseppe Zanotti’s spring ’19 ad campaign starring model Grace Elizabeth.
CREDIT: Courtesy of brand

Jan. 3, 2019: Coach has debuted spring ’19 ad campaign images featuring actor Michael B. Jordan. The “Black Panther” star in September was named the first global face of Coach’s menswear line. Shot by photographer Craig McDean in a desert landscape outside Los Angeles, the campaign depicts backstage scenes of a faded carnival. Perched atop a dust-covered vintage car, Jordan models the brand’s classic cool-guy looks including a blue leather moto jacket and a color-blocked shearling jacket. In announcing the brand’s partnership with Jordan last year, creative director Stuart Vevers described the 31-year-old actor as “cool and authentic” guy who “really embodies the Coach guy.”

Michael B. Jordan
Michael B. Jordan stars in Coach’s spring ’19 campaign.
CREDIT: Coach

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