NEW YORK -- For those who may not know what Company is all about, Ellen Tracy has a few words to say.
Ellen Tracy will spend 40 percent of its $4 million to $5 million ad budget this fall for a campaign explaining the 2 1/2 year old Company division.
It reads: "Company is the relaxed side of Ellen Tracy....You wouldn't wear Company to a coronation, a White House wedding or your Nobel Prize acceptance speech. Company is for the other times. Company is for most of the time."
The multi-page ads were shot by Raymond Meier and feature model Debbie Deitering. A set, simulating the Maine coastline, was designed at a New York studio. The ads carry the tag line -- begun last year -- "Bring Your Own Attitude."
"The challenge is to communicate the distinction between the Collection and Company divisions," said Donald Ziccardi, president and chief executive officer of Ziccardi Partners Inc., Ellen Tracy's ad agency. The fall budget is even compared with a year ago.
"It's taken a while for people to understand what Company is about," he said. To get the message across, Ziccardi said there were certain parameters, namely color and an informative, but humorous approach.
The Collection ads, on the other hand, take a more enigmatic tack. Continuing with last season's theme, "What Should I Wear Tonight?" the black-and-white campaign combines product and image.
The ads feature two women in unexpected places. One depicts India Hicks and Tereza Maxova in evening dresses on a raft and houseboat. The ads were photographed by Rodney Smith.
"We knew we wanted to continue the direction [of the previous campaign], but needed to freshen it up," said Ziccardi. "We didn't want to lose the equity of 'What Should I Wear?' begun last fall."
"I liked the surreal quality of putting these fabulous clothes in an offbeat situation. You need to add some intrigue to make people stop," said Linda Allard, director of design for Ellen Tracy and Company.
The collection ads will break in W in August and will appear later in Vanity Fair, Vogue, Harper's Bazaar, Mirabella, Town and Country and Architectural Digest. The Company ads are slated to run in Vogue and Harper's Bazaar.In addition to magazines, the Ellen Tracy campaign will include a direct mail program for Company using the Conde Nast mailing lists; a date book with the "What Shall I Wear?" theme as a gift-with-purchase for the Collection, and billboards for both lines.
"In today's tough environment, we have to become more creative in the way we spend our money," said Ziccardi.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast