RUCCI TAPS MEISEL: Ralph Rucci didn’t spare any expense for his first major advertising campaign. The designer lined up photographer Steven Meisel to call the shots during Monday’s nine-hour shoot at Highline Stages in the Meatpacking District. True to form, the lensman kept the details about the campaign sealed shut. What was clear was that Johan Svensson served as art director, Edward Enninful was the stylist and Stella Tennant modeled pieces from the fall collection.
“We really have a dream team — and of course there’s Ralph,” said company president Jeffry Aronsson, who is already planning to go with the same creative group for the spring 2014 ads.
This story first appeared in the June 21, 2013 issue of WWD. Subscribe Today.
For the fall campaign, four different shots will be used for two-page spreads in eight magazines such as W, Vogue Italia, Harper’s Bazaar and Numéro. Aronsson said the aim is to make shoppers more familiar with how Rucci has finessed his craft over the past 31 years. “Our focus is to target brand awareness so that customers get a better understanding and appreciation for our unique attributes,” he said.
Another way the company is trying to set itself apart is by moving next week into new 12,500-square-foot digs at 151 West 26th Street. Couture clients stopping by for fittings and other visitors will get a good glimpse of the patternmakers and seamstresses at work in the NoMad atelier. The set-up is meant to show off the artistry that the designs require and to celebrate the American-made goods, Aronsson said. “We have been building up a very solid foundation of masterful work that Ralph has established over the past 31 years,” he said.
To coincide with the new ads, the company will unveil a revamped Web site with a limited number of e-commerce items. There are also plans to introduce handbags, including perhaps two or three on the runway during Rucci’s September show.