Byline: Lisa Lockwood

NEW YORK — Barneys Co-op, the fastest-growing division of Barneys New York, shakes, rattles and rolls with its new mailer.
Called “Shake It!” the catalog features “Rocky Horror Picture Show” alumna Nell Campbell and other models going through their dance paces. Campbell appears in many of the shots, flanked by Liudmila Bakhamt, Renee Lacombe, Aisha Caine, Bart Natoli and Ivan DePinada.
Dreamed up by Simon Doonan, creative director of Barneys, and photographed by Tim Richmond, the retailer set out to produce the ambience of “a shabby, but hip, dance studio.”
“We had the idea of a really ratty dance studio, where the lowest level of Broadway gypsies go and get instructions,” Doonan said. “It’s not like ‘Fame,’ where they’ll all make it. It’s an off, off, off-Broadway studio. Campbell, who appeared in ‘Rocky Horror,’ whipped the models into shape. Half couldn’t speak English.”
In addition to doing the cha-cha, they are showcasing the women’s and men’s Co-op lines, such as Marc by Marc Jacobs, Lucien Pellat-Finet, Cacharel, Henry Duarte, Callaghan, Miu Miu, Burberry London, United Bamboo, Levi’s Red and Clements Ribeiro.
“The challenge is you’re branding men’s and women’s together, so you have to create something new,” said Doonan. In addition, Barneys Co-op is branding its new slogan: “Cheeky. Happy. Hip.”
“So much fashion marketing is stern and humorless on all levels. We wanted to put in a bit of humor,” he added. The 20-page color mailer was sent this week to 160,000 Barneys women’s and men’s customers.
For its women’s designer catalog, Barneys hired photographer Elfie Semotan, whose work has appeared in Allure, Jane, ID and The Fashion, to shoot the clothing on newcomer Taren Cunningham.
Thomas Card did the accessories and still life photography.
The 64-page mailer carries the theme “Taste. Luxury. Humor.”
It was sent to 100,000 top women’s wear customers last week and spotlights clothing by Dolce & Gabbana, Dries Van Noten, Versace, Marc Jacobs, Moschino Cheap and Chic, Veronique Branquinho, Ann Demeulemeester, Katayone Adeli, Balenciaga and Helmut Lang.