Supima’s new ad campaign offers a tight focus on the high-grade cotton through still-life images with four brands — Everlane, 3x1, Stance and Casper.The print campaign, which bows in this Sunday’s issue of the New York Times’ T Women’s Fashion Magazine, will appear three more times in T issues through April.Buxton Midyette, vice president of marketing and promotion at Supima, which represents U.S. growers of pima cotton, said the brands selected for the campaign “reinvent and elevate everyday product."“These are brands that have been quickly embraced by a new generation of consumers because they value authenticity in origin, transparency in production and attention to detail,” Midyette said. “Most have used Supima since their inception and make it a core part of their value offering.”The theme for the campaign is “Everyday Reimagined” and was shot by fine arts photographers Scheltens & Abbenes under the direction of New York-based creative agency Graj + Gustavsen.This campaign is the second that G+G has produced for Supima and is a follow-up to the successful “Chosen By” campaign that featured longtime brands partners.“We really wanted to focus on product in this campaign,” Midyette said. “We didn’t want to be distracted by models. They created images that convey the product in a way it hadn’t been. This is a special campaign for us, with a focus on quality and seeing the product.”He said the brands, while in different markets have several things in common — they represent quality, durability, attention to detail, transparency and high standards of design, Midyette noted. In addition, all the brands are e-commerce based.“They all have a lot of appeal to the Millennial generation,” Midyette said. “They tell their story on their web sites and Supima is part of it.”Everlane is the first brand from the campaign to be featured.“Everlane’s simple, clean design aesthetic, longtime use of Supima and focus on ‘radical transparency’ of their supply chain make the brand a natural for kicking off Supima’s ad campaign,” Midyette said. “Everlane brings the highest level of passion and innovation to their products, materials and design.”He noted that Stance has “reimagined socks” in a variety of designs, 3x1 has taken an innovative approach to puting the supply chain on full display, and Casper has taken a fresh approach to marketing and its mattresses and sheets.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)