KOOPLED UP: The Kooples is fine-tuning its ad strategy. The French contemporary brand known for its ad campaigns featuring famous and nonfamous couples, is introducing “creative duos” in its fall campaign.
Duos are the twin sisters behind the Say Lou Lou band — Miranda Anna and Elektra June Kilbey-Jansson — and Sam Lambert and Shaka Maidoh, the founders of the Art Comes First collective. In addition, the campaign features two couples of models, Sung Jin Park and Gabi Moon from Korea and Chloé and Will Chalker from England.
“The concept is larger than couples ‘in love.’ The Kooples is all about showing that you’re stronger and more creative [when you work as a group]. It’s the opportunity to tell new stories, open up to new characters who have a lot to say,” explained Raphael Elicha, who cofounded The Kooples with his two brothers Alexandre and Laurent in 2008.
The Kooples has been featuring couples in its campaigns since its launch. Couples who took in the past include André Saraiva with Annabelle Dexter-Jones; Camille Rowe with Ferdi Sibbel and Leigh Lezark with Randy d’Amico.
The contemporary brand recently further raised its star ante when Beyoncé was spotted in New York earlier this month wearing a suit from its spring collection with a floral motif.
The Kooples counts 450 doors worldwide. In the U.S., it has two stores in New York and Los Angeles each and one in San Francisco, plus doors at Nordstrom, Saks Fifth Avenue and Bloomingdales. It recently opened its first store in Australia, in Melbourne and its first in South Africa, in Mall of Africa close to Johannesburg.
The visuals will be used for visual merchandising in all doors worldwide starting July and run in the magazines’ September issues.