With all the recent hype about 3-D movies, it didn’t take long for the fashion world to add another dimension to its advertising.
A|X Armani Exchange is among the first fashion companies to create a 3-D ad campaign that encompasses print, outdoor, a music video and an interactive online component on its Web site. The 3-D print ads, along with 3-D glasses, will appear in the September issues of GQ, Interview and V magazines.
“Our customers live in cities, are very wired and are early adopters,” said Tom Jarrold, chief marketing officer of A|X Armani Exchange. “A survey we did showed that half our customers had an iPhone or a BlackBerry two years ago.”
At the campaign’s core is a two-and-a-half-minute 3-D music video, directed by Manny Miranda. The video is motorcycle inspired and was filmed at a Brooklyn soundstage to create a futuristic, urban-looking environment. Called “2020/Speed Style,” the video shows a guy putting on a leather jacket and motorcycle gloves and getting on his Ducati motorbike, escaping from the fiery streets above and taking refuge in a mysterious urban underdome, where he meets a beautiful woman. He strips off his jacket and leather belt, she takes off her jacket, and they start caressing and making out. The video features a soundtrack by Body Rockers, an electro-techno-rock group. The print ads were shot by Matthew Scrivens. The cast members are Tamiris Souza Freitas and Arthur Sales.
Armani Exchange is encouraging consumers to get the 3-D glasses in the magazine and then go to the Web site’s A|X:TV to view the video. A|X:TV, which averages 285,000 views a month, is an online entertainment network that has several channels of original programming, featuring ad campaign shoots, season trend segments, DJ interviews and celebrity events. The campaign also will be featured in store windows, on video screens in the top 10 markets in North America and international markets. In addition, a 3-D image billboard on the Long Island Expressway will be mounted in September. The company is inviting customers to create their own ads with 3-D effects on Armani Exchange’s Stylepad online.
Jarrold declined to disclose A|X’s budget for the 3-D campaign, but said it was up more than 10 percent from last year. Besides New York, outdoor ads will go up in Las Vegas and Los Angeles. A|X also will sponsor a sweepstakes where a customer can win a Ducati Superbike, motorbike riding lessons and a $1,000 Armani Exchange biker-chic wardrobe.
Regular 2-D ads will appear in magazines such as Elle, Glamour, InStyle, Nylon, Out and Details. A|X Armani also will sponsor Electric Zoo, a music festival at Randall’s Island on Sept. 4 and 5, where the music video will be shown.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews