Lands’ End is putting a global point of view on its Canvas by Lands’ End collection through a collaboration with Scott Schuman, founder of The Sartorialist.
Schuman has begun working with Canvas by Lands’ End on a campaign of photos and videos called “Portraits on Canvas” shot in different cities around the world and continuing with each season’s launch.
For the first edition of Portraits on Canvas, Schuman gathered a diverse group of people through a public casting call and shot in the streets of New York. “I came away from this project feeling that we captured a sense of the incredible diversity of styles in New York,” Schuman said. They mix their own personal style with pieces from the Canvas by Lands’ End collection. The “street style” imagery shows how the collection can be incorporated for various occasions in any part of the world, according to Lands’ End. The campaign will be featured on the Lands’ End website and social media channels as well as on The Sartorialists platforms with a continuing dialogue on #CanvasPortraits.
Canvas by Lands’ End is designed at Lands’ End campus headquarters in Dodgeville, Wisc., as well as by other designers in New York and Los Angeles, and developed in Italy. The line was relaunched in April 2016. It features a white label symbolizing the ability to personally create one’s own canvas. It was originally launched in 2009 and discontinued in 2013.
Alessandro Carnicella, senior director of Lands’ End, said Schuman’s “unique point of view can add a certain street-style frisson” to Canvas by Lands’ End “as we expand the international awareness.”
Compared to the regular Lands’ End line, Canvas collection has more vivid colors, a feminine point of view, trimmer fits and “global” influences that weren’t part of the palette before.
According to Federica Marchionni, chief executive officer of Lands’ End, Canvas by Lands’ End “allows us the opportunity to reach an additional audience, younger and more fashion-conscious with a strong desire to express their personal style.” The white label, she added, symbolizes a blank canvas and the idea of creating one’s own style, and has been slightly revised to Canvas by Lands’ End, from Lands’ End Canvas.