NEW YORK — Rocawear is paying tribute, once again, to family.
The company shot its fall ad campaign, titled “La Familia,” at Milk Studios here on Monday and Tuesday. Model Omahrya has returned as the face of the junior campaign, but this season she will be joined by Stacey Dash, Damon Dash’s actress cousin. For the men’s campaign, the company will highlight various rappers signed to Roc-A-Fella Records, including Memphis Bleek, Juelz Santana and Cam’ron.
“The next best thing to using my family in the ads is using my artists,” said Dash, noting that his two children, Boogie and Ava, also will be in the children’s Rocawear ads.
“Omahrya is great since she personifies the Rocawear attitude, and she is also so well known and recognized in the fashion industry. Stacey is family, but she is also beautiful, and she just looks gorgeous in the clothes,” added Dash.
Roy Edmondson, Rocawear’s new vice president of marketing who joined the company about 10 months ago from Levi Strauss & Co., said he wants to create a sense of consistency for the brand, so that the consumer will recognize it as Rocawear at first glance. He said the fall budget is flat to spring.
“The background is clean to focus on who is in it and the clothes they have on,” he said. “Next season we will evolve and make changes, but it will still be consistent from season to season.”
Shot by Matthias Clamer, the ads will break in fall editions of various magazines, such as Cargo, Elle Girl, Teen Vogue, Teen People and Vibe. The company also will showcase the ads on two billboards in Times Square here, as well as one on 125th Street in Harlem.