Since acquiring the Jones New York brand earlier this year, Authentic Brands Group LLC has launched its first ad campaign for the label.
Shot in black and white, the images preserve the brand’s DNA by showcasing a modern-day woman. The campaign was shot by Cuneyt Akeroglu and features model Eliza Cummings.
“It was important for our first campaign to infuse a fresh take on Jones New York while maintaining its classic appeal,” said Nick Woodhouse, president and chief marketing officer of ABG.
- The fall campaign will run in the October issues of InStyle and Marie Claire as well as The New York Times. It will also run outdoors in key locations in New York’s fashion district and SoHo, as well as taxi toppers and Taxi TV, starting this month. The company declined to reveal the fall ad budget.
Jones generates close to $1 billion in retail sales in the U.S. and international markets including Canada, Europe, the Middle East and Latin America. Product categories under the Jones name include sportswear, career, activewear, denim, dresses, loungewear, footwear, handbags and small leather goods. The lines are sold in such stores as Macy’s, Bloomingdale’s and Nordstrom.
In June, ABG signed a long-term partnership deal with Global Brands Group Holding Ltd. for the design and production of certain product categories for the Jones New York brand. The first distribution with Global Brands Group is planned for fall 2016. ABG acquired the Jones New York brand from Sycamore Partners in April.