Call them “Thelma & Louise” for Millennials.In its fall 2016 advertising campaign, launching on Thursday, Bebe is spinning a narrative dubbed “fall escape” with two girlfriends who are traveling in a convertible from the city to a hilltop hideaway for a weekend getaway. Featuring a blonde and a brunette, the images provide a look at the journey — and the trends running through the fall collection, including neutral tints, abstract animal prints and dark flowers. Moreover, apt for a retailer known for its party looks, the campaign documents the women’s preparations for a night out.“The mood is flirty, carefree and natural,” said Naomi Joh, Bebe’s senior creative director, adding that the Brisbane, Calif.-based retailer went for a feel that is “accessible while maintaining an aspirational lifestyle.”Bebe hasn’t confirmed its full media buy for its print and digital campaign yet. Thus far, it’s decided to let readers sift through the September issues of Elle and InStyle to find the print ads. It is also lining up billboards and placards on mass transit in Los Angeles, New York, Chicago, Miami and Las Vegas. The company plans to activate a digital strategy in the end of September. Those partners are still being negotiated, but a spokeswoman described the plan as “aggressive.”An escape is possibly a suitable theme for the women’s fashion retailer, which is overcoming its own financial travails exacerbated by widening losses on falling revenue. This fall, as it releases the new ads, the 40-year-old company plans to freshen its stock with capsule collections created in collaboration with other designers such as Naven’s Kym and Alexis McClay. The purpose of this initiative is to enhance the shopping experience in Bebe’s 146 full-priced stores and on its web site with a broader range of clothing that can appeal to a sophisticated clientele.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.