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ANALYTIC ADS: Lyst.com, the fashion e-commerce site that enables customers to shop from multiple retailers within its own platform, has unveiled its first advertising campaign, produced in partnership with creative agency Anomaly.

The campaign consists of 10 images shot by British photographer Charlotte Wales, whose work has previously appeared in magazines including Vogue, POP and Dazed & Confused.

“We wanted to ensure our marketing was as disruptive as our product,” said Chris Morton, chief executive officer and cofounder of Lyst.

The campaign’s glossy fashion imagery is contrasted with tongue-in-cheek headlines — playful interpretations of Lyst-owned data analysis. For instance, statistics that New Yorkers have been buying half as many high-waisted skirts as Londoners resulted in a campaign image of a model in a high-waisted skirt, headlined “Get High.”

Similarly, a 114 percent increase in searches for “wax” and “high-shine” jackets on the site inspired a shot headlined “Get a Wax,” featuring a Wanda Nylon Latex set.

“Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this, by celebrating the power of beautiful fashion imagery and intelligent insights into the fashion consumer’s behavior,” said Morton.

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