After 16 years in business, Nanette Lepore is ready to get her name out there.
This fall the contemporary designer will launch her first ad campaign on three platforms — print, outdoor and online. “We just thought that this would be a great time to get the image of the brand out there and give people a sense of what we are all about,” Lepore said.
The designer hired Poppy de Villeneuve to shoot and art direct the campaign after seeing her work in a Nylon magazine spread.
The shoot, Lepore said, took place in an old Victorian house in Long Island City, N.Y. The idea, she said, was to showcase a young woman getting dressed for various events, whether it’s for the office or for a date. The ads are meant to illustrate the versatility of each piece.
The ads will appear in September issues of Gotham, L.A. Confidential, Las Vegas, Boston Common, Capital File, Atlanta Peach and Michigan Avenue magazines. Lepore said she chose these publications since she has stores in the cities where the magazines are sold. She has also secured two billboards in Hollywood, to coincide with the opening of her second boutique in the Los Angeles area. In addition, the ads will appear on Style.com during New York Fashion Week in September. Also, a 2-minute-long behind-the-scenes film will run on nanettelepore.com. The video takes the viewer behind the camera at the ad shoot and explains Lepore’s vision in detail. Lepore declined to reveal her ad budget.
“We wanted to keep the campaign on the smaller side, but we really think this is a great time to start with advertising,” Lepore said. “We are ready to pick up the challenge in this economy, and we are dying to see how it will affect selling.”
Nanette Lepore, which brings in about $75 million in annual wholesale volume, currently owns and operates nine stores worldwide in cities including New York, Los Angeles, Boston, Chicago and London. A 10th store is set to open in December at 958 Madison Avenue, the second New York location. Another store is planned to open in February in Bal Harbour, Fla. Lepore also sells to Bloomingdale’s, Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus and Nordstrom.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast