Best known best for her starring role on "The O.C.," and more recently the film, "Jumper," Bilson's latest act is fronting the campaign for her clothing line Edie Rose for DKNY Jeans, launching for back-to-school.
Shot in New York at Pier 59 Studios by Mikael Jansson, the campaign was conceptualized by Trey Laird, president and executive creative director at Laird + Partners.
"DKNY Jeans ads are usually sort of abstract, with a bit of the roughness of New York," he said. "Donna [Karan] really wanted to push the fashion envelope with this campaign and take it to the next level."
The campaign features Bilson and models Fabienne Vanderhaeghen, Regina Feoktistova and Giedre Dukaskaite. It showcases the collection against a New York-inspired backdrop — brick walls, steel beams and street signs — that has become the signature for the look of DKNY Jeans. Laird said Bilson had a lot to contribute to the image of the campaign.
"She was really hands-on with the entire process," he said. "She, with the help of stylist Tabitha Simmons, made the clothes come to life in such a youthful, authentic way, which is so true to Rachel's own personal style — always youthful, but appropriate."
The Liz Claiborne-owned DKNY Jeans announced the deal to launch a line with Bilson in March. Kevin Monogue, president of DKNY Jeans, said at the time the collaboration would help guide the brand toward capturing a more fashion-forward customer.
"Our customer has a real emotional connection with Rachel, and she's always on the best-dressed lists, so it seemed like such a win-win for us," Monogue said. "Rachel has real personal style and she is very involved in every step. You can really see that in the collection."
The Edie Rose for DKNY Jeans line consists of about 15 pieces for the launch, including a sportswear mix of button-down tops, sweaters, jackets, T-shirts, dresses and two jeans styles — a straight leg and a skinny leg, both available in a dark wash. Monogue said the line is different from the DKNY Jeans collection, because it is being made mostly in a simple black-and-white palette, with the occasional yellow as a pop color.
The Edie Rose for DKNY Jeans line will be sold in junior departments at stores such as Macy's, Dillard's and Bon-Ton, beginning in September. The campaign is to run in September and October issues of Teen Vogue and Cosmogirl magazines.
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