BERLIN — After sitting it out for the last three seasons, Escada is jumping back into the national ad circuit with a spring-summer 2003 advertising campaign shot by Steven Meisel.
This story first appeared in the November 26, 2002 issue of WWD. Subscribe Today.
Set against a stark, white background, models include Caroline Ribiero, Anouck Lepere, Jaquetta Wheeler, Karen Elson, Missy Rayder and Raquel Zimmerman in the full range of Escada. Accessories — whose sales were up more than 20 percent in the first half of fiscal 2001-2002 — are a focal point, especially oversized silk camellias.
The double-page ads, which were art directed by A/R Media’s creative director, Alex Gonzalez, will begin appearing in Vogue, W, In Style, Harper’s Bazaar, Vanity Fair and Town & Country in January and will run through April, an Escada spokeswoman said.
The ads will also run in leading fashion titles in Germany, Hong Kong, Japan, the U.K., Spain and Italy. A 28-page, 7×9 inch booklet of the images will be distributed to 30,000 consumers in Germany alone. In addition, Escada will produce a 132-page catalog featuring accessories and studio shots, as well as the Meisel series, which will be sent to key Escada customers.
Escada wouldn’t divulge the budget, but said it was “nearly the same as every year.” In the fiscal year ended Oct. 31, 2001, the Escada brand spent $21.1 million on advertising and media, and $9 million on catalogs. All dollar figures are calculated from the euro at current exchange rates.