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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast