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Rebecca Minkoff Goes Digital for Fall

Rebecca Minkoff is taking a primarily digital approach to her fall advertising.

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MINKOFF’S PLAYFUL MOOD: Rebecca Minkoff is taking a primarily digital approach to her fall advertising. Her budget, which is up 200 percent from a year ago, will be allocated to Web sites such as Style.com, among other fashion and media sites. The campaign, which begins in August, features model Aline Weber and was photographed by Ben Weller in Brooklyn.

“We thought Aline perfectly exemplified the Rebecca Minkoff girl…cool, confident, fun-loving, with great personal style,” said Minkoff. She said she wanted to show a more playful edge this season, and used an up-and-coming illustrator, Madeleine Carroll and “cool collage effect.”

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This story first appeared in the July 29, 2013 issue of WWD.  Subscribe Today.

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