LOS ANGELES — Lucky Brand Jeans is ready for its first major marketing push since parent company Liz Claiborne Inc. designated Lucky last year as one of its "power brands."
The ambitious campaign, christened the "Lucky Few," features a group of eight people that the Vernon, Calif.-based denim company feels best represent the idea of real people fulfilling their dreams.
During the advertising shoot last week in a cafe in Los Angeles' Los Feliz neighborhood, the disparate individuals who have been hired could have passed for any other eclectic group of friends casually sharing their dreams: The race-car driver explained the benefits of clean energy, the budding beauty mogul dotted her lips with her company's new organic balm and the rock photographer cradled her camera.
Kristin Patrick, Lucky's vice president of marketing, said the company collaborated with New York-based arts organization Gen Art to cast the four women and four men who personify luck and serendipity in the ads. Lucky did not reveal how much the eight are being paid.
Hannah Wood, the pixielike sister of actor Elijah Wood, owns an organic lip balm company called Blabbermouth, and hosts a biweekly art party in Hollywood.
"I always loved [Lucky's] originality," she said.
There's also Leilani Münter, an eco-minded race-car driver who buys one acre of rain forest for every competition she enters. Asked why she decided to join forces with Lucky, Münter, clad in an embellished tank top and denim shorts from Lucky, said, "I only work with companies that are doing positive things."
The rest of the cast includes musician Cory Chisel, filmmaker Dustin Lynn, painter Kris Lewis, screenwriter Jason Keller, actress Serena Reeder and photographer Hilary Hulteen.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews