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.
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