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."
“I design by visualization. I see things, and most of the time they’re not practical to actually make, and what I’ve found here, it’s like anything’s possible. This is the first time that I’ve made a sole unit in two months. That process usually would take six, so here’s a difference,” said @virgilabloh of the first sneaker sample he created for @louisvuitton, pictured here. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion (📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim
“I genuinely fell in love with water, I fell in love with Fiji, I fell in love with the whole life that we lived for those few months,” says @mrsamclaflin of filming for his new movie “Adrift” with @shailenewoodley. The 31-year-old actor spoke with WWD about his upcoming projects, meeting Jamie Dornan and working with co-star Woodley. #wwdeye (📷: @jamstoker)
3 years ago, fans of the late singer Aaliyah started calling for a collaboration with @maccosmetics. With the strength of social media — including mock ups of products — 25,000 people signed a Change.org petition for a limited-edition collection, and MAC couldn’t ignore the buzz. Tomorrow, MAC will unveil MAC x Aaliyah, a tribute to the singer who passed away nearly 17 years ago. Head to our stories to preview the new collection, which was worked on by Aaliyah’s family and inspired directly by her makeup bag. #wwdbeauty
Artistic director @clarewaightkeller will be dedicating @givenchyofficial’s fall 2018 couture show in Paris on July 1 to house founder Hubert de Givenchy, who passed away in March at age 91. Givenchy said the collection would be “an homage to his iconic creations, technique, and personal lexicon” and a “celebration of his timeless elegance and grace.” Head to WWD.com to read more. #wwdfashion (📷: Delphine Achard)
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)