By  on June 8, 2011

VERNON, Calif. — Steering away from a lifestyle-centric image, Lucky Brand is moving toward a more real and relevant look with the introduction of new denim fits and an advertising campaign shot by Carter Smith.

Seventeen months after chief executive officer David DeMattei joined the Liz Claiborne Inc.-owned unit, Lucky is tweaking what it realizes works best for the brand — and for sales.

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