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Fog’s Fresh Look

NEW YORK — After spanning the globe and shooting in remote locales, London Fog is readying for this fall’s release of its new advertising, a full rotation from the typical conservative images for which it is known.<br><br>Sasquatch...

NEW YORK — After spanning the globe and shooting in remote locales, London Fog is readying for this fall’s release of its new advertising, a full rotation from the typical conservative images for which it is known.

Sasquatch Advertising, the Portland, Ore.-based firm behind the print campaign, scouted 20 spots before settling on Tokyo, Rome; Montecino, Italy, and Memphis, Tenn. In line with the campaign’s theme, “Interesting People, Interesting Places,” the images encapsulate snapshots of European life, like wine tasting in Tuscany, pastry shopping and country walks.

The international setting posed a few language barriers for the crew that worked on the shoots, which stretched over three weeks, said Tim Parker, creative director for Sasquatch, during a preview of the ads with WWD on Monday. Aside from that, they were also working with a Russian model and a French stylist, but for the most part everyone managed to get their points across, Parker said.

Another surprise was the crowd of 2,000-plus that gathered at the Trevi fountain in Rome, when Parker and crew were shooting one ad. The tourists were so intrigued that they kept walking on to the set until the photographer decided to shoot them, knowing they would then disperse. That they did, Parker said, for the most part.

The irony is the Trevi is known as a spectacle and the models were instructed to make a spectacle of themselves by pouring water on each other. But it was the crew that wound up the spectacle, Parker said.

Paul Shriber, president of wholesale operations for London Fog, said the fall campaign has a budget of “hundreds of thousands of dollars,” as part of the brand’s “multimillion dollar” media effort this year.

The campaign breaks in October issues of fashion and lifestyle magazines, but the company has not yet decided which ones. It will run in November and December issues, as well, and may be used for an outdoor campaign in Canada. Unlike in seasons past, there will be more of an emphasis on lifestyle publications, with the aim of reaching a broader base of consumers.

Parker said, “We’re trying not to be so fashiony. We’re turning that corner a bit to lifestyle, so it’s not another shot of the typical runway model.”

NEW YORK — After spanning the globe and shooting in remote locales, London Fog is readying for this fall’s release of its new advertising, a full rotation from the typical conservative images for which it is known.

Sasquatch Advertising, the Portland, Ore.-based firm behind the print campaign, scouted 20 spots before settling on Tokyo, Rome; Montecino, Italy, and Memphis, Tenn. In line with the campaign’s theme, “Interesting People, Interesting Places,” the images encapsulate snapshots of European life, like wine tasting in Tuscany, pastry shopping and country walks.

The international setting posed a few language barriers for the crew that worked on the shoots, which stretched over three weeks, said Tim Parker, creative director for Sasquatch, during a preview of the ads with WWD on Monday. Aside from that, they were also working with a Russian model and a French stylist, but for the most part everyone managed to get their points across, Parker said.

Another surprise was the crowd of 2,000-plus that gathered at the Trevi fountain in Rome, when Parker and crew were shooting one ad. The tourists were so intrigued that they kept walking on to the set until the photographer decided to shoot them, knowing they would then disperse. That they did, Parker said, for the most part.

The irony is the Trevi is known as a spectacle and the models were instructed to make a spectacle of themselves by pouring water on each other. But it was the crew that wound up the spectacle, Parker said.

Paul Shriber, president of wholesale operations for London Fog, said the fall campaign has a budget of “hundreds of thousands of dollars,” as part of the brand’s “multimillion dollar” media effort this year.

The campaign breaks in October issues of fashion and lifestyle magazines, but the company has not yet decided which ones. It will run in November and December issues, as well, and may be used for an outdoor campaign in Canada. Unlike in seasons past, there will be more of an emphasis on lifestyle publications, with the aim of reaching a broader base of consumers.

Parker said, “We’re trying not to be so fashiony. We’re turning that corner a bit to lifestyle, so it’s not another shot of the typical runway model.”