Silver Jeans Co. is going below the belt for its first online video series to reach young customers.As part of a promotional push tied to Valentine's Day, the Winnipeg, Canada-based company is launching a nine-part romantic comedy titled "Love Below the Waist," on Friday and ending with a finale on Feb. 14. Available on the brand's web site as well as its YouTube page, the tale unfolds with the first meeting of two pairs of jeans in a fitting room. Seen completely from a below-the-waist perspective, the story progresses from dates to drama to social mayhem."What we want to do is engage new interest in the brand," said Michael Silver, chief executive of Silver Jeans, which is owned by Western Glove Works. Namely, he said, he wants to shift slightly the base of customers buying the jeans, which are priced from $69 to $118 at stores such as Dillard's, Macy's and The Buckle. While most of the brand's customers are between the ages of 30 and 45, "we want to drop the demographic by five to eight years, to get more 22- to 25-year-olds," he said.To be sure, "Love Below the Waist" isn't too edgy or crass. "I don’t think I’m going to alienate my more mature market by sending a message that is not a youth-oriented message but is fun and irreverent," he said. "I need to find innovative and fun ways to send my specific message."https://youtu.be/0JkbLRSAQAETodd Grant and John Knecht from CHUM Seattle created the series in collaboration with Atelier Productions. Milana Vayntrub directed the episodes in between her acting job on ABC’s hit drama “This Is Us.”The big task was to create digital media that would be different from what other companies are sending out of their marketing departments to an industry teeming with challenges. "Everyone is doing denim," Silver said, noting that there is "competition at every price point, from the very cheapest to the most expensive."The company's annual sales range between $150 million and $160 million, and it has benefited from what Silver described as "a nice little uptick" from renewed interest in denim within the past six months."There is a lot of caution in the marketplace," he said, "Traffic [in stores] is everybody’s concern in the denim industry. We tend to take our strongest leads in online. I’m far more optimistic than I was in the past three years."The brand also recently opened an e-commerce site serving China, "a busy space there as well," he said.Although he didn't divulge the budget for Silver Jeans' premiere in this film genre, he said it cost more than he expected. "My theory is that I will reach more people at a reasonable cost," he said. "Time will tell what effect it will have. We all look for the cash register to ring."
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)