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.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)