Hayden Panettiere and Candie’s are taking over Perezhilton.com today to launch the brand’s new ad campaign, which will also appear in the September issues of Cosmopolitan, Cosmogirl, Lucky, Teen Vogue and Seventeen. The ads will also appear on TV, where the “Heroes” star will make her singing debut in one of the commercials, pulled directly from her first music video, “Wake Up Call,” due out later this year. “I’m someone that has a lot of different personalities, so what I wear depends on the mood I’m in,” Panettiere told WWD. “I think the clothes worked well for the video. They gave me a lot of options to pick from.”
Candie’s, part of Iconix Brand Group, has a history of partnering with a girl-of-the-moment who is also typically a regular in the weekly celebrity titles. Previous faces for the brand include Fergie, Hilary Duff and Ashlee Simpson. “We look for a person who has a style our customers would want to emulate,” said Dari Marder, chief marketing officer. She added that the online component to the campaign is a significant investment, but not at the expense of print. “Online is very immediate, but our customers still shop from print. They tear the ad out of Seventeen and bring it to the store with them.” She declined to provide further ad budget details and a spokeswoman denied a report that Candie’s is paying for Panettiere’s first single as part of its contract with the actress.
This story first appeared in the July 16, 2008 issue of WWD. Subscribe Today.