N: Philanthropy, a two-and-a-half-year-old contemporary brand that will be sold at Bloomingdale’s in the fall, is embarking on its first advertising campaign.
Elsa Hosk, a Swedish model and Victoria’s Secret angel, will appear in the campaign, which is being shot by Adam Franzino, who has worked with Victoria’s Secret, Urban Zen, Moncler and Natori.
Yvonne Niami, founder and chief executive officer of N: Philanthropy, liked Hosk’s look, which she described as “a little bit of the girl-next-door-blonde look. She’ll have natural makeup and natural hair. It will be the girl next door, but sexy.”
Niami also liked Hosk’s charitable involvement. “She’s very philanthropic as well,” Niami said.
As its name implies, N: Philanthropy turns over 10 percent of sales to charity. Niami’s beneficiaries of choice are the Children’s Hospital of Los Angeles and SPCALA.
“Elsa does a lot of work with Fair Girls,” Niami said. “We thought she’d be a really good fit.” The organization works on combatting trafficking domestically of American girls and has branches in Bosnia, Montenegro, Serbia, Russia, Uganda.
“We’ve even given back to that cause,” said Niami, who is donating $200,000 to the charity. “Sex trafficking of children is horrific.”
N: Philanthropy specializes in updated essentials, faux furs, vegan leathers and deconstructed sweaters. The clothing is designed for comfort and wearability and blurs the lines between work and weekend.
The company, which saw growth of 300 percent last year, expects to do $15 million in sales in 2017.
With brand recognition as a goal of the campaign, “we’ll be bringing traction to our web site where we actually sell products,” Niami said. “The idea is to expose the brand and push it out there a lot more than we have been.
“This is our first big shoot,” Niami said. “This is more expensive than anything we’ve ever done. But the brand is ready to have that big push.”
The campaign will appear on billboards, magazines and N: Philanthropy’s web site, where a behind-the-scenes video of the shoot will also be available.
Franzino will photograph Host outdoors in downtown L.A., on Broadway and in the Arts District. “We are a very L.A. brand,” Niami said. “About 80 percent of our product is made in L.A. and we have a design studio in L.A. We want to get that gritty L.A. look, with palm trees in the background.”