By  on February 7, 2008

NEW YORK — Kenneth Cole's spring campaign, shot by Terry Richardson and breaking in March magazines such as Vogue, Men's Health and Vanity Fair, is intended to celebrate the company's 25th anniversary and also mark the beginning of many changes ahead for the brand.

The campaign features 11 "regular people" who live their lives in nonuniform ways — either by choice or circumstance. Aimee Mullins, for example, is a Paralympic athlete and actor and Channing Moss is a U.S. Army soldier injured in Afghanistan. "We are kind of relaunching the brand this year, so we wanted to do something surprising and different," said Kyle Andrews, senior vice president of marketing. "But we are being true to our heritage of having a strong social message and voice. Going with models didn't feel like the brand. A core element of Kenneth is doing things differently than anyone else would."

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