The designer behind the Ecko and Ecko Red labels is showcasing his latest creations in his fall ad campaign, titled “Dreamnasium.”
“Historically, we have used a portrait style for our ads,” said Matt Fontana, global brand director at Ecko. “They were a single celebrity surrounded by art elements. Over the last few seasons, there were a number of brands who followed this format, so we decided to change ours.”
The campaign will consist of five dream-based scenarios featuring a variety of fictitious landscapes inspired largely by collage art and pop-up books. Photographed by David LaChappelle, Ecko’s creative team was sure to include celebrities in the world of hip-hop, including The Clipse, Res and Asia Argento.
“Ecko’s new campaign is about pushing the aesthetic values of hip-hop culture forward: capturing a narrative, making people scratch their heads while creating a dialogue,” Ecko said. “Collaborating with David LaChappelle and the artists allowed us to learn a great deal about the DNA of our brand.”
According to Fontana, the company will advertise in about 20 publications, including Vibe, The Source, Seventeen, Teen Vogue, Teen People, Paper and ESPN magazine. The company would not discuss its ad budget.
Ecko Unlimited was founded in 1993. In just 10 years, the brand has expanded into areas ranging from clothing to video game design and production. It now runs several apparel lines comprising men’s, women’s, children’s, outerwear, leather, watches, eyewear, accessories and footwear. The company publishes Complex, a bimonthly urban and street-culture magazine. Ecko products are available in department stores, specialty stores and Ecko Co. annex stores nationwide. The Ecko line also is carried internationally by various distributors.
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