Ralph Lauren is embracing Peter Pan syndrome for fall. The company has chosen Levi Miller, the title star of the upcoming film “Pan” as the face of its fall Polo children’s wear campaign and its first kids’ ambassador.
The Warner Bros. movie is set for an Oct. 9 release and has some big star power behind it. Set during World War II, the film follows Peter Pan’s origins in Neverland after he’s kidnapped by pirates. It was directed by Joe Wright (“Atonement,” “Pride & Prejudice”), and stars Hugh Jackman as Blackbeard, Rooney Mara as Tiger Lily, Garrett Hedlund as Hook, Amanda Seyfried as Mar and Cara Delevingne as a mermaid.
Matt Jones shot the Polo children’s campaign in New York City with the tall ship Peking, docked at the South Street Seaport, as the main location. In the name of trivia, Peking was built in 1911, the same year as J.M. Barrie’s novel “Peter and Wendy” was published. The campaign will be featured in print advertising, window displays, in-store events and videos. To further capitalize on the “Pan” connection, Lauren is staging “A Night in Neverland”-themed fall children’s fashion show Aug. 5 at the Central Park Zoo. Miller will walk in the show, which supports children’s literacy.
This is the first time Lauren’s kids’ division (#RLKids on social) has worked with a celebrity for a campaign and ambassador role. Miller’s ambassador duties include visiting a few Polo Ralph Lauren stores in the fall and representing the brand’s children’s literacy program, which has yielded 100,000 book donations in to Reach Out and Read in the U.S. Other literacy charity partners include BookTrust in the U.K., Childfund in Korea and St. James’ Settlement in Hong Kong.