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After 16 years in business, Nanette Lepore is ready to get her name out there.
This story first appeared in the July 24, 2008 issue of WWD. Subscribe Today.
This fall the contemporary designer will launch her first ad campaign on three platforms — print, outdoor and online.
“We just thought that this would be a great time to get the image of the brand out there and give people a sense of what we are all about,” Lepore said.
The designer hired Poppy de Villeneuve to shoot and art direct the campaign after seeing her work in a Nylon magazine spread.
The shoot, Lepore said, took place in an old Victorian house in Long Island City, N.Y. The idea, she said, was to showcase a young woman getting dressed for various events, whether it’s for the office or for a date. The ads are meant to illustrate the versatility of each piece.
The ads will appear in September issues of Gotham, L.A. Confidential, Las Vegas, Boston Common, Capital File, Atlanta Peach and Michigan Avenue magazines. Lepore said she chose these publications since she has stores in the cities where the magazines are sold. She has also secured two billboards in Hollywood, to coincide with the opening of her second boutique in the Los Angeles area. In addition, the ads will appear on Style.com during New York Fashion Week in September. Also, a 2-minute-long behind-the-scenes film will run on nanettelepore.com. The video takes the viewer behind the camera at the ad shoot and explains Lepore’s vision in detail. Lepore declined to reveal her ad budget.
“We wanted to keep the campaign on the smaller side, but we really think this is a great time to start with advertising,” Lepore said. “We are ready to pick up the challenge in this economy, and we are dying to see how it will affect selling.”
Nanette Lepore, which brings in about $75 million in annual wholesale volume, currently owns and operates nine stores worldwide in cities including New York, Los Angeles, Boston, Chicago and London. A 10th store is set to open in December at 958 Madison Avenue, the second New York location. Another store is planned to open in February in Bal Harbour, Fla. Lepore also sells to Bloomingdale’s, Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus and Nordstrom.