In addition to bringing Mykonos, Greece, to the Crossroads of the World with her new ad campaign, the designer is launching an athleisure line called So Be It for spring and expanding her retail base to 50 stores...
In addition to bringing Mykonos, Greece, to the Crossroads of the World with her new ad campaign, the designer is launching an athleisure line called So Be It for spring and expanding her retail base to 50 stores in 2005 from the six opened last year.
The zen-inspired line with soft shapes and easy-care fabrics is meant to meet the modern woman’s need for relaxed activewear that can be worn all day.
So Be It joins the brand’s lineup of So Blue, Sigrid Olsen Sport and Sigrid Olsen Collection.
Featuring Eugenia Silva, the face of the brand since 2000, the campaign includes a billboard going up in Times Square this week and staying through April. Rocco Laspata shot the ads in Mykonos.
“We wanted to do something fresh for spring,” said the designer in a phone interview last week.
The mood of the campaign was partially fostered by a mix of work and play on the shoot. “We all decided we were going to take a vacation at the same time,” said Olsen. “It was kind of kismet, it worked very well. I wanted it to be authentic, I didn’t want it to be pretend. The whole experience felt real because we were eating dinner together every night out by the water. This is the most natural of all of the campaigns that we’ve done.”
The ad campaign will run in March or April issues of In Style, Marie Claire, Oprah, Elle, Organic Style, Real Simple and Travel + Leisure, which will also have a Greek Getaway Sweepstakes.
The campaign includes watercolor details taken from Olsen’s own work with the brush.
Founded in 1984, the Sigrid Olsen business was acquired by Liz Claiborne Inc. in 1999. Last year, the brand opened six stores and it plans another 17 this year. The proprietary retail has been beneficial, Olsen said: “This is the first time that we’ve really be able to get such direct feedback from the customers.”
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