Britney Spears, as seen through the eyes of Annie Leibovitz, Terry Richardson and Mark Seliger, is back this season for Candie’s Only at Kohl’s.
Late last year, the pop star was shot separately by all three photographers on the same day, at the Paramount Studios lot in Hollywood. Each photographer was assigned a separate soundstage and Spears’ first shots of the day came on Richardson’s plain white set. Surprisingly, the two had never met, so they spent the first 10 minutes snapping photos together. Richardson brought a menagerie of animals for Spears to pose with, including a donkey and chickens, but the final shot is of the pop star holding a huge stuffed teddy bear above her head.
This story first appeared in the February 16, 2010 issue of WWD. Subscribe Today.
Next, Spears visited Leibovitz for what looked at first to be one of her signature portrait sittings. But Spears said she wanted to play around and Leibovitz was game. “It’s a different feeling for an Annie portrait,” said Dari Marder, chief marketing officer of Iconix Brand Group Inc., which owns Candie’s.
Spears ended the day with Seliger, on the most elaborate set of the three, which Marder described as being inspired by “Moulin Rouge.”
Marder said Spears continues to resonate with the “Candie’s girl,” and so the brand is changing its usual strategy of introducing a new spokesmodel each year. Past campaigns have featured Fergie, Hilary Duff and Jenny McCarthy. “It’s hard to pinpoint whether the sales are from marketing or pricing but it was one of our best years,” Marder noted of 2009.
The ads with Spears will launch with a four-page insert in the April issue of Seventeen and a one-page ad in Teen Vogue. On the Web, the images will run on candies.com and on the social networking sites that Spears uses, such as her Facebook and Twitter pages.
Marder declined to reveal the cost of the campaign, but hiring Leibovitz, Seliger and Richardson comes at a high price. “We really had to give up control and let them all do their thing,” Marder added.
She also hinted that more is to come in the second half with Spears but, unlike last year, it won’t be related to a concert tour.