BRIDGET HALL SIGNS WITH ANNE KLEIN
Byline: Lisa Lockwood
NEW YORK — Bridget Hall will become the face of Anne Klein.
The 24-year-old Texan has signed a two-year, seven-figure contract to appear in Anne Klein’s advertising and serve as the brand’s spokeswoman.
“I like her,” said Charles Nolan, senior vice president of design at Anne Klein. “She’s a beautiful woman; she has a perfect combination of being a strong woman but approachable. She’s so American, and this label is such a great American name.”
After featuring Hall in its fall ad campaign, Anne Klein decided to sign her to an exclusive contract. Nolan said the company received a lot of good feedback from the fall ads that were created by Lloyd & Co. The new spring campaign was done by Kraftworks, the ad agency headed by Neil Kraft.
“We’re trying to show people the new, invigorated Anne Klein that’s back to its classic, target market. We take a very cinematic, modern, luxurious approach. The ads feel almost like a classic movie,” said Kraft.
Peter Lindbergh shot the spring ads on the Upper West Side two weeks ago, but the actual campaign won’t be ready for a few weeks. The campaign will highlight its new bridge label, Anne Klein New York, as well as the licensed products such as footwear, watches, handbags and belts.
Nolan acknowledged that the New York appendage “is a nod to Ms. Karan,” but noted that Anne Klein was truly in its heyday under Anne Klein and later, Karan and Louis Dell’Olio.
Unlike some fashion companies that are trimming their budgets next year, Anne Klein will reportedly quadruple its ad budget to $12 million, according to industry sources.
Dee Salomon, senior vice president, marketing and corporate communications at Anne Klein, declined to confirm the budget, but said the company believes strongly that advertising will be one of the tools to reactivate the brand. And print appears to be the beneficiary.
“We really want to put all our money into a medium that will help us burnish the Anne Klein brand,” she said.
The campaign will break in a double-page gatefold in the February Vogue, and will run in W, Harper’s Bazaar, Elle, In Style, Town & Country, Vanity Fair, Talk, the New York Times Magazine and O, the Oprah Magazine.