MILAN — Miley is flaunting her legs.
For its new line of Golden Lady seamless tights, Italian hosiery and intimates firm Golden Lady Company has unleashed an international advertising campaign featuring Miley Cyrus, shot by Terry Richardson at Siren Studios in Los Angeles with styling by Carlyne Cerf De Dudzeele. Created in collaboration with the Armando Testa advertising firm, the campaign video and images show a saucy (is there any other kind?), red-lipped Cyrus prancing around in brightly colored tights, with the slogan “Rock Your Legs.”
This story first appeared in the November 19, 2014 issue of WWD. Subscribe Today.
Cyrus was chosen for the campaign because “she’s an international music icon with millions of fans, and young girls, who are the women of tomorrow, adore her,” said Golden Lady Company president Nerino Grassi.
The Golden Lady seamless tights aim to reach a young, fashion-conscious audience, according to the company, which said the new line has “no bothersome stitching” around the waistband or below, making it ideal to wear under form-fitting dresses. The tights were also treated with silver ions to give wearers a “fresh” feeling against the skin, while thicker versions adapt to body temperature.
For the launch, Golden Lady Company invested 20 million euros, or about $25 million at current exchange, in research and technological development, and it intends to manufacture 40 million seamless tights over the next three years, a spokeswoman said.
Golden Lady Company also plans to introduce seamless lines to its Philippe Matignon and SiSi brands. The firm, which is headquartered in the Mantua province and manufactures 400 million stockings annually, owns a North Carolina-based subsidiary, the Kayser-Roth Corporation, which produces hosiery and intimates for brands such as No Nonsense and Hue. In 2013, Golden Lady Company closed the year with a consolidated turnover of 621.6 million euros, or about $826 million at average exchange for the period, and it expects similar results this year. The U.S. is its largest market in terms of turnover among the 70 where its products are distributed.
Golden Lady Company isn’t the first Italian hosiery brand to tap into American star power for its advertising: in October, rival Calzedonia rolled out a new campaign featuring Julia Roberts.