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NEW YORK — “Power lunch! Power lunch! Get that deal!” shouted a stylist giving direction as Patrick Demarchelier photographed three models strutting toward him.

On a warm spring day last Friday, the team at Jones New York was shooting its fall ad campaign. It was a long day, as well. That morning the team shot the men’s campaign, and then it was on to women’s suits. By 2 p.m. the sweat may have been forming, but these models had to act as if it were freezing outside and they were on their way to an important business meeting — dressed in outerwear from Jones New York Collection, of course.

Shot by Demarchelier at the Jacob K. Javits Convention Center here, the campaign was developed under the creative direction of Raul Martinez, chief executive officer and executive creative director of AR, a New York advertising agency.

“The Javits Center has that modern corporate feeling,” Martinez said, explaining the decision to shoot there. “We were thinking of Wall Street, but we were looking for something a little less hectic and a venue where we could use both the indoor and outdoor areas.”

For the fall campaign, the company chose to return to its roots as a brand serving the career woman. The anchor shot features six models, all dressed in black power suits, walking toward the camera. Seven models were hired to appear in the campaign: Alek Wek, Kristy Hume, Michelle Alves, Michelle Hicks, Ling, Yasmin and Amy Wesson. For other shots, including outerwear, the models put into small groups.

“We are returning to our roots, but in a modern way,” said Stacy Lastrina, Jones Apparel Group’s executive vice president for marketing and creative services. “This season wasn’t about showing a celebrity, but more about showcasing powerful-looking women dressed in clothing that Jones is best known for. Our research has shown that this is what our customers want to see from Jones New York, and we have also been very successful with bringing in a new, younger customer while still staying true to our core.”

The fall women’s ads will break in September issues of O, The Oprah Magazine; Real Simple; In Style; Vogue, and Gourmet. They will run with new ads from Jones New York Signature, featuring Amber Valletta on a beach with family in the Hamptons.

This story first appeared in the May 10, 2006 issue of WWD. Subscribe Today.

“The Jones New York Signature customer is that same career woman we are featuring in the Collection campaign,” Lastrina said. “This is just that weekend, casual side of her.”

Executives declined to comment on the ad budget for Jones New York, but this campaign is a clear departure from what has been done previously. In former campaigns, the company focused on showing a familiar face, such as Brooke Shields or Angie Harmon.

“This campaign really connects with our customer,” Lastrina said. “This is what she wants to see from us.”