When 20-year-old Jaslene Gonzalez won season eight’s “America’s Next Top Model,” Lot29 executives knew they had their next face.
This story first appeared in the December 27, 2007 issue of WWD. Subscribe Today.
They seem to have chosen correctly. Gonzalez did so well for the brand last season, the company asked her back to endorse the product for spring.
“During the entire show, Jaslene won most of the ‘America’s Next Top Model’ challenges and proved that no obstacle was too big,” said Janice Welles, director of marketing and advertising for the junior brand. “Jaslene also has a strong crossover appeal and she beams vibrant, positive energy, which is what Lot29 is all about.”
Shot at Sandbox Studios in downtown Manhattan, Gonzalez and hip-hop star Cassidy, who modeled the men’s wear, were photographed for the campaign wearing the brand’s signature cartoon-character graphic T-shirts highlighted in metallic shades, as well as denim jeans, which also feature subtle graphic prints. To help highlight the fashion in a more luxurious setting, the set features oversize disco balls and a bed of crystals in a gold room.
“Jaslene has such an incredible energy that works really well with the look and feel of our Lot29 brand,” Welles said. “Her story alone inspires and she has been a positive influence both on and off the runway. A lot of people can identify with her. We as a brand have an identity. Jaslene takes it one step further and gives Lot29 personality.”
The spring campaign will appear in such magazines as TeenVogue, Seventeen, XXL and Vibe beginning with March issues. Billboards in Times Square in Manhattan and in Las Vegas are also planned.
Lot29 was launched in 2001 under the Wicked Fashions Inc. umbrella, which includes the Southpole brand. Based in New York, Lot29 is sold at specialty and department stores nationwide, including Macy’s, Against All Odds and Dr. Jay’s.