NEW YORK — Aéropostale is raising its fashion quotient.
To get the word out, it’s hired Chloë Grace Moretz as its first brand ambassador. The 15-year-old Moretz will appear in ads, curate looks online, tweet about the brand and turn up at events such as the Jingle Ball, which Aéropostale sponsors.
“Over the last few years, the uniform for girls has changed,” said Tom Johnson, chief executive officer. “The number of different brands girls shop is broader than ever. In some cases, they’ve migrated to more fashion-oriented brands. Knowing this, we knew we had to continue to evolve fashion.”
Aéropostale’s core customer is 14 to 17 years old, but the brand also caters to younger boys and girls.
“We broadened our assortment,” Johnson said. “Girls want newness in silhouettes and fabrications. We’re adding details such as lace and crochet and we’re moderating the logo.”
Moretz, an actress whose résumé includes “(500) Days of Summer,” “Kickass,” “Hugo” and “Dark Shadows,” will star in the title role of MGM’s remake of “Carrie.”
“We know she will connect with our customer,” said Scott Birnbaum, senior vice president of marketing and e-commerce, insisting that Moretz will be more than just a pretty face. “She’s extremely interested in fashion. She sits in the front row at all high-end fashion shows. She’ll judge contests for us and be the spokesperson for our Teens for Jeans campaign.”
Moretz’s first ad campaign will be for back-to-school. “She’s very focused for a 15-year-old,” said Rocco Laspata, partner in Laspata DeCaro, the agency that created the ads. “She’s very grounded, but still a kid.”
Aéropostale created a new store design with “shopper-tainment” features to engage its restless shoppers. “In the old days, new store models came every 10 years,” Johnson said. “That’s accelerating now. Our customers have a thirst for newness and new shopping experiences. They’re more impatient.”
The first prototype store will bow at Roosevelt Field Mall in Garden City, N.Y.
Aéropostale’s sales rose 6 percent to $497.2 million from $469.2 million in the first quarter ended April 28. Comp-store sales, including e-commerce, rose 2 percent versus a 5 percent decline last year. However, net income fell 35.4 percent to $10.6 million, or 13 cents a diluted share, from $16.4 million, or 20 cents, last year, due to higher expenses.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)