MILLY’S MOMENT: After 13 years in business, Milly has finally caught the advertising bug. It will launch its first ad campaign this fall in such magazines as Vogue, Harper’s Bazaar, Elle, T: The New York Times Style Magazine, InStyle and New York magazine, as well as several additional U.S. titles and some international magazines in Europe, Asia and the Middle East. The ads feature up-and-coming French model Loulou Robert wearing Milly ready-to-wear and handbags. They were photographed by Cedric Buchet, styled by Aleksandra Woroniecka and art-directed by Alex Wiederin.
“My ad campaign heralds the evolution of Milly and highlights my logo redesign. My collection has evolved considerably, as has my customer. Now is the right time, and it’s an exciting moment to communicate it directly to the consumer,” said Michelle Smith, cofounder and designer of Milly.
This story first appeared in the August 5, 2013 issue of WWD. Subscribe Today.
Smith noted that Robert “really encapsulates the Milly woman perfectly.” The images were meant to portray how Milly defines “luxurious and contemporary fashion with a feminine edge,” said Smith, who declined to disclose the fall ad budget.
Milly has been busy on several fronts. The company is aggressively expanding in the Middle East and will open four freestanding stores in Qatar, Dubai (two units) and Kuwait over the next several months, with five more to open over the next few years. A newly designed e-commerce site will launch in September that will include a blog by Smith.