Ovadia & Sons has turned to New York Giants wide receiver Victor Cruz to be the face for its first resort collection.
“This is our first season for resort,” said Shimon Ovadia, part of the duo who designs the collection with his twin, Ariel. “We’ve always had a second delivery, but this is our first true collection for spring. It’s important to always have new, fresh product.”
He said Cruz is “a friend” of the brand. “We connect to his personal story and style and wanted to capture that and also highlight the resort collection.” So the Ovadia brothers orchestrated a shoot, a video and a question-and-answer editorial piece to accompany the launch of the collection. Shimon Ovadia described the Q&A as “a candid hanging-out conversation with him.”
“This is another way for us to work with people who inspire us,” he added.
He said this novel way of presenting the line will be promoted on the brand’s web site and on social media Thursday morning. “This is strictly for the digital space,” he said.